Luxury London retailer Fortnum & Mason is opening its first store outside the UK, taking a spot in a new development in Hong Kong.
The brand has previously stocked its products in department stores in the US, Asia and Russia but it has never had another stand-alone store in its 300-year history.
The move is part of a plan to expand the brand’s reach across the world, according to reports.
In a statement, chairman Kate Hobhouse, said: “We have seen a significant appetite for the Fortnum’s brand and products in the region, with impressive year-on-year sales growth. Our latest expansion in Asia is an important next step for us, as we extend our reach further across the world.”
The Hong Kong store will be at the Victoria Dockside waterfront development which is costing around $2.6bn. Fortnum & Mason will take up a 7,000-square-foot store, of which it’ll house a tea shop to serve afternoon tea and generate around 90 new jobs.
In a post on Facebook, the brand said: "Pack your bags! We’re delighted to announce the opening of a unique Fortnum & Mason restaurant and retail destination in the heart of Hong Kong, an exciting evolution in our 312-year history. Opening this September, the beautifully designed space will feature an edit of Fortnum’s most iconic products, from tea and biscuits to champagne and hampers, with a stunning restaurant above, giving spectacular views over Hong Kong harbour. "
Greater China is a region that leads for luxury spending against many categories, which helps attract many brands to countries like China, Taiwan and Hong Kong. Specifically, China has been called out as one of the most mature for luxury digital marketing, because of the investment into the region by luxury brands.