CHINA (HONG KONG). British fine food and drink specialist Fortnum & Mason has partnered with Lagardère Travel Retail to open its first travel retail location in Asia in the East Hall luxury zone at Hong Kong International Airport (HKIA).
The 46 sqm store offers a wide assortment of the brand’s most in-demand teas, biscuits, chocolates, tea accessories and gift boxes. Fortnum’s seasonal Christmas collection is also available.
The design uses Fortnum & Mason’s signature colour, Eau de Nil, as the base tone and combines traditional materials including oak timber and marble with contemporary touches. The partners said the look mirrors the “modern luxury ambience” of Hong Kong International Airport’s East Hall luxury precinct.
The store highlights the Royal Warrants which represent Fortnum & Mason’s long and close relationship with the British royal family. Royal Warrants are issued by members of the British royal family – and Fortnum & Mason are holders of warrants for tea and groceries from both Queen Elizabeth II (since 1955) and His Royal Highness The Prince of Wales (since 1996).
Part of the space is dedicated to a bespoke fixture inspired by the ‘Royal Blend Teacup’, the story of which symbolises the brand’s British culinary culture for the past 300 years and its prominent position in the fine food & drink retail industry.
Fortnum & Mason CEO Tom Athron said: “I am particularly excited by this expansion of Fortnum & Mason’s Hong Kong presence through the addition of our first travel retail boutique in Asia which will be a wonderful addition to our flagship international store in the city.
“We already serve many sophisticated local consumers in Hong Kong and Mainland China, and our experience from operating and engaging our customers at our store in London Heathrow Airport’s Terminal 5 gives us great confidence in our first travel retail boutique outside the UK at Hong Kong International Airport. It will help ensure our international customers can experience the same moments of joy when they travel around the world, and not just when they visit Piccadilly.”
Lagardère Travel Retail CEO – North Asia Eudes Fabre commented: “We are very pleased to team up with Fortnum & Mason, the world-renowned purveyor of fine food and curator of luxury lifestyles, to open the brand’s first Asian travel retail outpost at Hong Kong International Airport.
“The enticing product offer, eye-catching design and expert service are a great complement to the exceptional luxury line-up in HKIA’s East Hall and will delight travellers looking for a distinguished gift or an indulgent treat.”
