Everything you need to know about Fortnum & Mason
Where: 181 Piccadilly, London W1A 1ER
Opening times: Monday to Saturday 10am to 9pm; Sunday 11.30am to 6pm
Getting there: The closest Tube stations are Piccadilly Circus (Bakerloo and Piccadilly lines) and Green Park (Jubilee, Piccadilly and Victoria lines), both are just a five-minute walk away.
Arrive on the hour at Fortnum & Mason and you’ll see figures of co-founders William Fortnum and Hugh Mason emerge from the four-tonne clock crowning the grand Piccadilly entrance, bowing gracefully to one another to the soft chimes of 18th-century airs.
The landmark department store was founded in 1707 – the same year Great Britain was formed – when footman William Fortnum partnered with his landlord Hugh Mason and began selling second-hand wax from Queen Anne’s Royal Household. More than three centuries later, the cultural institution still occupies its original five-storey brick building at 181 Piccadilly.
Outside, crowds huddle beneath umbrellas, hoping to glimpse the eagerly anticipated festive window displays. The 2025 theme celebrates the animal kingdom through bold colours and vibrant textures – from a unicorn beneath a shimmering disco ball to fireworks bursting behind two blue parrots perched on a tree. Meanwhile, the building’s colossal facade dazzles with its prestigious advent-calendar decorations, lush foliage and red uplighting that casts a magical, festive glow.
What is Fortnum & Mason?
Fortnum & Mason is renowned for its exceptional food and drink offering, but today its selection also spans homeware, beauty, fashion and accessories. While smaller outposts can be found at St Pancras Station, Bicester Village and The Royal Exchange, the Piccadilly flagship remains the beating heart of the brand.
The ground floor is the hub of the store – a kaleidoscope of activity where visitors browse more than 400 blends of experimental teas (the low-grown, honey-like Royal Blend is the most cherished) and 500 varieties of chocolate at the confectionary counter. A steady stream of loyal locals and beaming tourists flows around the striking central staircase – an architectural marvel recently renovated by British design firm Ben Pentreath Studio and inspired by Leonardo da Vinci’s double-helix design.
The staircases at either end of the building are lined with Axminster carpet in Fortnum and Mason’s signature red, the dark oak banisters wrapped in twinkling foliage and walls decorated with artworks from a mix of trailblazers including Edward Bawden, Ronald Fleming and Kathleen Hale.
The bustling lower-ground food hall draws crowds for its preserves, biscuits and fresh poultry, while the first, second and third floors present a tempting mix of homeware, fragrance, clothing and accessories. The fourth floor is home to The Diamond Jubilee Tea Salon.
Your guide to Fortnum & Mason
- 🥫 Lower Ground Floor: Food hall, The Wine Bar & Restaurant
- 🍵 Ground Floor: Tea and specialty foods, pâtisserie
- 🔖 First Floor: Homeware, stationery, The Parlour restaurant
- 💄 Second Floor: Fragrance, beauty and accessories
- 🧺 Third Floor: Hampers, food and drink studio, book shop, distillery
- 🍰 Fourth Floor: The Diamond Jubilee Tea Salon
A remarkable Royal history
Over its three centuries, Fortnum & Mason has earned numerous Royal Warrants – marks of distinction awarded to companies supplying goods to the Royal Household – with recognition from George VI, Queen Elizabeth II and His Majesty the King.
One of its earliest notable commissions came in 1855, when Queen Victoria urgently ordered 250lbs of beef tea to be delivered to Florence Nightingale for her troops – a gesture believed to have prompted the addition of the Royal Arms to Fortnum’s packaging. Other historic orders include a hamper supplied to the 1922 Everest expedition, famously stocked with tins of quail in foie gras and champagne.
The Christmas Shop at Fortnum & Mason
Fortnum’s Christmas Shop transforms the first floor into a festive playground brimming with seasonal foods, decorations, crackers and teaware. Highlights include the joyful musical tins filled with sweet and savoury delights and ornate decorations such as branded baubles depicting a cake stand, shopping bag or tea pot – each finished with a gold bow embroidered with the Fortnum’s logo.
The hamper section is also here, offering pre-made favourites such as the Twelve Days of Christmas hamper and the Cheese and Wine Selection, as well as bespoke creations assembled by the in-store team.
Insider tip: Visit early in the morning or after 4pm to avoid the busiest periods.
Facts about Fortnum & Mason
- Fortnum & Mason was the first shop in the UK to sell baked beans, after purchasing the entire stock from American entrepreneur H J Heinz in 1886.
- The store is said to have invented the first Scotch egg in 1738 as a convenient snack for travellers.
- The Piccadilly rooftop is home to more than four beehives, with honey harvested by the resident beekeeper and sold in limited-edition jars in-store.
- An in-house archivist offers a 90-minute tour covering Fortnum’s storied history, complete with freshly brewed tea and a selection of nibbles.
The Diamond Jubilee Tea Salon
The Diamond Jubilee Tea Salon was opened by the late Queen Elizabeth II in 2012 to mark Her Majesty’s 60 years on the throne. Spanning the entire fourth floor, the space is defined by panelled walls, pink pleated lampshades, signature blue-green banquettes and a live pianist.
Choose between sweet or savoury tea menus, both featuring a selection of finger sandwiches including coronation chicken and cucumber with lemon and mint. The main distinction lies in the scones: either plain and fruit varieties served with Fortnum’s strawberry champagne jam and orange curd with fresh clotted cream, or savoury scones such as cheddar, ham and mustard, and Bishop Stilton with red-onion marmalade and cranberry-port cream cheese.
Both menus include your choice of Fortnum’s tea and either sweet or savoury patisseries – from lobster cocktail tarts to sticky toffee loaf. Best of all, service is unlimited, which means you can order as many plates of scones as you like.
Other food and drink options at the Piccadilly store include a wine bar adjacent to the food hall, an ice cream parlour, and the swish restaurant 45 Jermyn Street serving seasonal British and European plates.
Explore our guide to Christmas in London including magical tours, ice skating rinks and festive shows.