Fortnum & Mason is venturing out of its Piccadilly home to open the first new UK store in its 307-year history.
In November, the Queen’s grocer will open in the former ticket hall of London’s St Pancras station.
The 2,000 sq ft store will sell a range of Fortnum & Mason products, including a new on-the-go range. Customers will also be able to sit down for tea inside and outside, and use store iPads to order and design hampers for delivery.
Fortnum & Mason said the opening of the store, which will create 25 new jobs, would be a major milestone for the brand.
“It’s a great opportunity. We feel the centre of gravity in London is moving north and east from Piccadilly,” said Ewan Venters, chief executive of Fortnum & Mason. “Thirty-five million people a year go through the station, and nearly a quarter of those people are going there to shop rather than to travel.”
Fortnum also has two branches in Japan.