Luxury retailer Fortnum & Mason has opened its first store outside of London at Bicester Village in Oxfordshire.

The Fortnum’s boutique has been designed to be a contemporary interpretation of its London flagship, and champions joy and tradition through design, said the business.

The interior “heroes” the brand’s colour, Eau de Nil, which decorates the walls of the store, “allowing for the products to shine. While taking centre-stage is an enormous chandelier”, which hangs in the centre of the store, and “emulates the opulence” of the brand’s shop in London’s Piccadilly.

It also boasts two service desks made from solid walnut and feature traditional Georgian beading and “exceptional service and experience will be paramount, with Fortnum’s Red Coats offering customers the opportunity to enjoy Fortnum’s food and drink at regular sampling sessions”, said a statement from the retailer.

Fortnum & Mason CEO, Tom Athron said: ‘We’re delighted to be opening our first UK store and hospitality offering outside London in Bicester Village.

“Our beautiful new location will allow visitors to the village to explore a curated edit of Fortnum’s extraordinary food and drink, and provide a great pit-stop for those looking to buy Fortnum’s favourites to enjoy, or to pass on as gifts for friends and loved ones.

Just outside the store is the first ever Fortnum & Mason On the Go, a hospitality kiosk offering a curated selection of sweet and savoury toasted sourdough crumpets and drinks.

Desiree Bollier, chair and global chief merchant (value retail), said: “We are delighted to welcome Fortnum & Mason to Bicester Village.

“As an icon of British luxury, its arrival brings a distinctive new dimension to the Village experience, creating moments our guests will treasure long after they leave.”

Fortnum’s Bicester Village store will be open seven days a week.

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