Founded as a grocery store, Fortnum's reputation was built on supplying quality food, and it saw rapid growth throughout the Victorian era. Although Fortnum's developed into a department store, it continues to focus on stocking a variety of exotic and speciality food along with 'basic' provisions. It is known for its food hampers.[4]
The main store has since opened several other departments, such as the gentlemen's department on the first floor. It also contains a tea shop and several restaurants.
History
Fortnum & Mason
William Fortnum was a footman in the household of Queen Anne. The royal family's insistence on having new candles every night resulted in large amounts of half-used wax, which Fortnum promptly resold. Fortnum also had a side business as a grocer. He convinced his landlord, Hugh Mason, to be his associate, and they founded the first Fortnum & Mason store in Mason's small shop at St James's Market in 1707. In 1761, William Fortnum's grandson Charles went into the service of Queen Charlotte, and the connection with the royal court led to an increase in business. Fortnum & Mason claims to have invented the Scotch egg, in 1738.[5][6] The store began to stock speciality items, namely ready-to-eat luxury meals such as poultry or game served in aspic jelly.[7]
In 1886, after having bought the entire stock of five cases of a new product made by H. J. Heinz, Fortnum & Mason became the first store in Britain to stock tins of baked beans.[8]
The mechanical clock on the main façade
The shop at 181–184 Piccadilly was rebuilt between 1926 and 1927 to a Neo-Georgian design by the architects Wimperis, Simpson and Guthrie. The building also incorporates 22–27 Duke Street and 42–45 Jermyn Street.[10]
In April 1951, the Canadian businessman W. Garfield Weston acquired the store and became its chairman following a boardroom coup.[11] In 1964, he commissioned a four-ton clock to be installed above the main entrance of the store as a tribute to its founders. Every hour, 4-foot-high (1.2 m) models of William Fortnum and Hugh Mason emerge and bow to each other, with chimes and 18th-century style music playing in the background. The chimes were incorporated into Jonathan Dove's orchestral adaptation of Zeb Soanes' children's book Gaspard's Foxtrot, which depicts the clock and its figures as illustrated by James Mayhew. Since Garfield Weston's death in 1978, the store has been run by two of his granddaughters, Jana Khayat and Kate Hobhouse. The Chief Executive Officer is Tom Athron, who joined the business in December 2020.
The store underwent a £24 million refurbishment in 2007 as part of its tercentenary celebrations.[12]
Lynn Chadwick, ‘King and Queen’, 1990, Bronze. Sited above the entrance to Fortnum and Mason, Piccadilly, London.[13]
In March 2012, Queen Elizabeth II, Camilla (then Duchess of Cornwall) and Catherine (then Duchess of Cambridge) made their first official joint visit to Fortnum & Mason. During this visit, they were each presented with their own personalised hampers.[14] The Queen opened the Diamond Jubilee Tea Salon on the fourth floor.
In November 2013, the company's first additional store was opened at St Pancras International station.[15] The retailer has since opened stores and restaurants at Heathrow Terminal 5 (in 2014) and at The Royal Exchange (in 2018).
Fortnum & Mason opened its first standalone store outside Britain in Dubai on 21 March 2014.
On 4 April 2019, it was announced that Fortnum & Mason would open a Hong Kong store at K11 Musea in September 2019. The 7,000 square-foot space features a retail store and restaurant.[16]
Fortnum & Mason Food and Drink Awards
Fortnum & Mason runs an annual food and drinks awards scheme.[17] According to the company's former CEO Ewan Venters, the awards recognise ‘the pinnacle of high achievement in food and drink across the media’. The awards celebrate writers, publishers, presenters, image-makers and personalities working in the food and drink industry.
Their first royal warrant was granted in 1910 by Queen Alexandra. Later Royal Warrants were granted to Fortnum & Mason by King George V, though Fortnum & Mason temporarily lost their warrant for his son, King George VI, in 1948, due to post war rationing of the time. The warrant for King George VI was restored in 1951.[18]
Later, King George VI and his consort Queen Elizabeth, known as The Queen Mother after the death of King George VI in 1952, both granted Fortnum & Mason Royal Warrants.[18]
In November 2010, animal rights group PETA UK began a campaign against Fortnum & Mason's sale of foie gras, citing the cruelty in the production process. The group regularly held demonstrations involving celebrities, activists and volunteers outside the store. Celebrities supporting the campaign included Geezer Butler, Sir Roger Moore,[24]Owain Yeoman,[25]Tamara Ecclestone,[26]Bill Oddie,[27]Twiggy[28] and Morrissey.[29] In 2011, Fortnum & Mason was reprimanded by Westminster Trading Standards for misleading customers about its animal welfare standards.[30] As a result, the grocer changed its corporate social responsibility document to state that only UK suppliers are required to adhere to its welfare standards. In December 2020, Fortnum & Mason ceased sale of foie gras in favour of an alternative seen as more ethical, foie royale.
Fortnum's history of offering a wide variety of foodstuffs is referenced in the 1960 Hammer Studios film, The Two Faces of Dr. Jekyll. Set in 1870s London, Mr Hyde quips regarding a lively and risqué London nightspot, "Rather like Fortnum & Mason ... you can buy anything here."
In Alan Bennett's play The Madness of George III (also made into a 1994 film), set in the late 1780s, a footman named Fortnum leaves in a huff to start a "provision merchant's in Piccadilly." This is an anachronistic reference to the founding of the store, as William Fortnum's position as a footman in the royal household was many decades earlier, in the reign of Queen Anne.
In Anthony Trollope's novel "The Claverings," Sir Hugh Clavering disdains to trust Fortnum and Mason to provision his yachting trip to Norway. "He was not a man to trust any Fortnum or any Mason as to the excellence of the article to be supplied, or as to the price."
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