Luxury retailer Fortnum & Mason has opened a store 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.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

The retail space showcases some of the brand’s most famous products, including renowned tea blends like Royal Blend Tea and Sparkling Tea. Fortnum’s Lossus biscuit range will also be available, as well as a host of other biscuits, preserves and sweet treats.

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 alongside refreshing and warming drinks to fuel visitors as they journey through the boutiques of Bicester Village.

Fortnum’s has worked with chef Tom Moore, of Moore’ish Crumpets, to create the Fortnum’s crumpets which are handmade with a sixty year old starter, and fermented with artisanal ingredients.

Athron added: “I am particularly excited to see which crumpet flavours are the most popular at our Fortnum & Mason On the Go kiosk, which will be providing visitors with a welcome pick-me-up as they explore all that Bicester Village has to offer.

“It has been a real pleasure to work with The Bicester Village Team on this next chapter of our brand’s story, and we look forward to seeing how we can bring the best of what Fortnum’s has to offer to their diverse customer base.’

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