The Queen's grocer Fortnum & Mason is hoping to bring the pleasures of afternoon tea to a new generation through its new store at St Pancras International station.
The shop and tea salon, set to officially open at the Eurostar terminal on Friday, is only Fortnum’s second UK store in more than three centuries of trading. With a more modern feel than the Piccadilly flagship, it still has the trademark Fortnum’s red carpet, wooden panelling and packaging.
Ewan Venters, Fortnum & Mason chief executive, said: “The centre of gravity really in London is shifting more north and east. St Pancras is an emerging area, it’s really starting to blossom now. My job is to contemporise Fortnum & Mason for a new generation and specifically tea. One way that we’re doing that is through the Fortnum & Mason at St Pancras, which is bringing it to a wider audience.”
The 200 square metre shop will focus on tea with 65 different varieties in stock — including a St Pancras Blend — as well as biscuits, preserves, chocolate and hampers.
A 40-cover restaurant will serve breakfast including the Highland scramble for £11, light lunches, afternoon tea for £29 per person and a knickerbocker glory for £12.
Fortnum’s has been attracted to the area by Central St Martins College of Art and Design, Google’s plans to build a new headquarters and the abundance of start-up and creative companies as well as rail passengers.
