Fortnum & Mason: Centuries of British Retail Success
Fortnum & Mason, known affectionately as “Fortnum’s,” is a symbol of British sophistication and luxury. Established in 1707 by William Fortnum and Hugh Mason, the store has evolved from a modest grocery shop into one of London’s most iconic department stores. Located at 181 Piccadilly in the prestigious St. James’s area, the flagship store continues attracting locals and tourists.
From Candle Stubs to Global Brand
William Fortnum, a footman in Queen Anne’s household, saw potential in the discarded candle stubs from the palace. By reselling these stubs, he amassed enough to start a grocery business. Partnering with his landlord, Hugh Mason, laid the foundation for what would become a global luxury icon.
The store’s royal connections solidified with Charles Fortnum, William’s grandson, serving Queen Charlotte, further enhancing its reputation. During the Napoleonic Wars, Fortnum’s expanded its product line to include imported preserves, dried fruits, and spices, catering to British officers and aristocrats. Notably, Fortnum’s invented the Scotch egg in 1738, a beloved British snack.
In the Crimean War, Fortnum’s supported Florence Nightingale’s hospitals with concentrated beef tea, reinforcing its legacy as a purveyor of essential goods. By the Victorian era, Fortnum’s had transformed from a grocery store to a symbol of British luxury, supplying food for royal functions and aristocratic events.
Today, Fortnum & Mason has expanded beyond its grocery roots into a full-fledged department store. Its offerings include hampers, wines, cheeses, teas, and confectioneries. The Piccadilly store features an elegant fruit and flowers section on the ground floor and a gentlemen’s department on the first floor. Visitors can also enjoy fine dining at the Diamond Jubilee Tea Salon, inaugurated by Queen Elizabeth II in 2012.
Fortnum & Mason’s global expansion, with locations at The Royal Exchange, St Pancras International, Heathrow Airport, and a flagship store in Hong Kong’s K11 Musea, along with a strong online presence, ensures its continued worldwide appeal. According to Similarweb, most web traffic to fortnumandmason.com comes from the UK (64.96%), followed by the US, Canada, Australia, and Spain.
Royal Warrants: A Testament to Excellence
Fortnum & Mason’s connection to the British monarchy, with warrants from Queen Elizabeth II, King Charles III, and Queen Camilla, is central to its reputation. Since receiving its first warrant from Queen Alexandra in 1910, these endorsements highlight the store’s long-standing commitment to quality and service. Its role in events like the 2022 Platinum Jubilee further reinforces its place in British culture and national celebrations.
In 2007, Fortnum & Mason celebrated its 300th anniversary with a £24 million refurbishment of the Piccadilly store. This transformation preserved the store’s historic charm while modernising it for contemporary needs. Among the restored features is the mechanical clock, installed in 1964, which features life-sized figures of William Fortnum and Hugh Mason emerging every hour to bow to each other—an enchanting reminder of the store’s storied past.
A Shift Towards Ethical Sourcing
In response to modern consumer values, in 2020, the store made the landmark decision to stop selling foie gras, replacing it with more humane alternatives like foie royale. The store has extended its focus on sustainability to include organic teas, responsibly farmed meats, and eco-friendly packaging options, aligning itself with the growing demand for ethically sourced products.
Since 2015, the store has tracked its Scope 1 and 2 carbon emissions. In 2022, they partnered with Planet Mark to work toward net-zero emissions, focusing on reducing their carbon footprint. This includes employee engagement to drive sustainable practices across the business.
One of the main challenges is reducing Scope 3 emissions, which come from its supply chain. The Planet Mark Supplier Engagement Programme helps Fortnum & Mason collaborate with suppliers to reduce emissions and disclose carbon data. This allows the store to set more ambitious carbon reduction goals.
‘’As a department store that’s been operating for more than three-hundred years, Fortnum & Mason will inevitably face some challenges on their net-zero journey as they identify all contributions to their Scope 3 emissions from their extensive supply chain. We are proud to be supporting Fortnum & Mason to navigate these challenges through our Supplier Engagement Programme, to support them with internal and external stakeholder engagement at every step of the programme.” — Steve Malkin, Founder & CEO of Planet Mark.
Fortnum & Mason thrives by adhering to rigorous quality standards and drawing upon its distinguished historical reputation. The company remains attuned to ethical and sustainability trends, thereby responding to shifting consumer demands and maintaining its competitive edge within the luxury market.
We believe Fortnum’s is among the most progressive retailers, demonstrated by the simple fact they are more relevant today than when the business was established over 300 years ago. Features such as the new third floor Food and Drinks Studio that acts as a hybrid kitchen and event space equipped with live streaming technologies demonstrate how cutting edge they are.
