Fortnum & Mason is on the hunt for new UK stores as it plans to expand outside London for the first time.
The retailer hoped to capitalise on what CEO Tom Athron said was more “regular demand” for its tea, jams and biscuits from UK shoppers throughout the year. It would target one or two new sites, in “beautiful” locations “up the spine of the country”, Athron told The Telegraph.
Fortnum’s is yet to confirm which locations it is considering, and how far along it is in any store selection process. However, Athron said it would target buildings with “beautiful architecture” in which it could open retail and restaurants, in keeping with its 318-year-old Piccadilly flagship store.
A permanent non-London store would be a major move for Fortnum’s, which currently has three smaller outlet stores, at St Pancras Station, The Royal Exchange and Heathrow Terminal 5, alongside its Piccadilly flagship. It also has a waterfront outlet in Hong Kong.
Athron suggested it would also target more airport stores, with plans to open outlets in “every terminal” at Heathrow.
It follows the launch of Fortnum’s “first ever” membership scheme, ‘Friends of Fortnum’s’ last week. The £100-a-year loyalty programme has benefits including priority access to events and free delivery.
Opening a store outside London would “remove the barriers” to new members based outside the capital, Athron told The Telegraph.
Athron will see an increase in year-round trade from British shoppers as a sign that his strategy to make Fortnum’s “more relevant” is bearing fruit. The strategy has sought to move the 318-year old grocer away from its reputation as a seasonal destination for tourists, by targeting British “foodies”.
It has restructured its online supply chain in order to grow its e-commerce and home subscriptions business. It has also invested significantly to build an event space at its Piccadilly flagship, and ramped up its food to go offer.
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