Fortnum and Mason has announced it is to open a store in the Mailbox.

Fortnum and Mason, the Queen’s grocer, is to open a Birmingham store in autumn 2015. The exclusive London department store, founded in 1707 and located in Piccadilly, will open a 40,000sq. ft. outlet as part of the £50m redevelopment of Birmingham’s Mailbox.

The new shop, which will be spread over two floors, is expected to create around 250 full and part time jobs, and will join an expanded Harvey Nichols as core tenants in the distinctive former Royal Mail sorting office fronting Suffolk Street. It is expected that the ground floor will feature a food hall, offering a mix of upmarket brands alongside Fortnum and Mason’s own range of exclusive food and beverages, with the first floor devoted to homeware and beauty products. In addition, there will be a tea room, with the store also offering the company’s famous hampers.

Miles Nash, Sales Director for Fortnum and Mason, explained why the company had chosen to locate in the city: “Whilst we recently opened a small shop and tea room at London’ s St. Pancras International rail terminal, Fortnum and Mason have been looking to expand outside of London for around 18 months. We considered Manchester and Edinburgh but once we were made aware of the Mailbox’s plans, and the quality of retailers who will be located there, it became clear that Birmingham was the best choice for our first store outside of the capital.”

Mailbox Marketing Director Elizabeth Lomax stated: “Fortnum and Mason is a by-word for quality and exclusivity and represent everything that the Mailbox brand stands for. We are thrilled that they will be joining us for this new and exciting phase of our history. It is wonderful news for the people of Birmingham and the West Midlands and we are sure that Fortnum and Mason’s arrival will greatly enhance the city’s international reputation.” 

By 2015 Birmingham’s retail offer will be unmatched outside of London. In terms of department stores alone the city will have John Lewis, Selfridges, Debenhams, Marks and Spencer, House of Fraser, Harvey Nichols and now Fortnum and Mason.

Birmingham City Council Leader Sir Albert Bore also welcomed the news: “We are delighted and proud that Fortnum and Mason have chosen Birmingham to open their first store outside London ahead of fierce competition from rival cities. It is testament to Birmingham’s growing status that such a prestigious brand, well-known for its royal connections, wishes to establish itself here.”

Dominic Lawrence from Marketing Birmingham added: “2015 is shaping up to be a great year for the city, with the completion of the Birmingham Grand Central (New Street Station) rail and retail project and opening of John Lewis, the Midland Metro city centre extension, the Mailbox expansion and commencement of work on the massive Arena Central and Paradise Circus schemes.

Shoppers and office workers in Birmingham were delighted with the news. Accountant Zaheer Aftab, who lives in the city centre, said: “This can only be good for Birmingham and its image, and the city needs the new jobs it will bring.” King’s Heath-based Medical Consultant Patricia Lloyd was equally enthusiastic: “I love Selfridges and can’t wait for John Lewis to open, so you can be sure that I’ll be checking out Fortnum’s too.” Meanwhile the news also excited the city’s younger generation: “It’s brilliant, what a coup for Birmingham!” said 19-year old university student April Fool.