Fortnum & Mason has partnered with Lagardère Travel Retail to open the brand’s first travel retail location in Asia, in the East Hall luxury zone at Hong Kong International Airport.

The 46 sqm store offers a wide assortment of the British fine food and drink purveyor’s most in-demand teas, biscuits, chocolates, tea accessories and gift boxes.

The sought-after Fortnum’s Christmas collection is also now available at the store.

“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,” said Tom Athron, CEO of Fortnum & Mason.

“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.”

The elegant design of the store features Fortnum & Mason’s signature colour, Eau de Nil, as the base tone and combines traditional materials (such as oak timber and marble) with contemporary touches.

The result blends the brand’s ‘timeless’ look with the modern luxury ambience of Hong Kong International Airport’s East Hall precinct.

“The enticing product offer, eye-catching design and expert service are a great complement to the exceptional luxury line-up in HKIA’s East Hall and will delight travellers looking for a distinguished gift or an indulgent treat,” said Eudes Fabre, CEO – North Asia at Lagardère Travel Retail.

The brand’s two Royal Warrants, for its tea and groceries, are highlighted in-store.

A key feature of the space is a bespoke fixture inspired by the ‘Royal Blend Teacup’, the story of which symbolises Fortnum’s ‘British culinary culture’ and its ‘prominent position in the fine food and drink retail’ space.