Fortnum & Mason launches first travel retail boutique in Asia

British food and lifestyle brand Fortnum & Mason is set to expand its presence in Hong Kong by opening a store in Hong Kong International Airport this month, which will be its first travel retail boutique in Asia.

This comes along with the end of inbound travel restrictions and the exponential uptick in outbound travellers, where major local and international events have re-established themselves in the city.International tourism looks to rebound and Hong Kong International Airport is set to become not just a new landmark in the region but a global aviation hub with its strong global connectivity.

The new travel retail boutique will be located in the East Wing of the Airport, the 333 square-feet store will include a large assortment of Fortnum’s famous teas and biscuits, for travellers who wish to purchase gifts upon departure or share moments of joy with others.

In addition to Fortnum’s renowned provisions, the boutique will also feature seasonal product offerings, ensuring that customers can enjoy the luxury of Fortnum’s whatever the time of year.

MARKETING-INTERACTIVE has reached out to Fortnum & Mason for additional information. 

Tom Athron, CEO of Fortnum & Mason, 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,” he added. 

Following the launch of its K11 MUSEA store in 2019, Fortnum’s has served Hong Kong’s wide customer base. Hong Kong has also helped Fortnum's tap into the growing interest from the Greater China region for quality food and assured provenance. In 2020, Fortnum & Mason started its relationship with Mainland Chinese customers through the introduction of a WeChat Mini programme. In June 2022, Fortnum’s opened its first Tmall online Global flagship online store to broaden brand awareness and to elevate lifestyle experiences for customers.

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