British luxury lifestyle retailer Fortnum & Mason has opened a new outlet inside Hong Kong International Airport, its first travel retail boutique in Asia, betting on the international tourism recovery in the territory. 

The new store is the brand’s second in Hong Kong, opening three years after its debut in the city with a 7000sqft flagship in the K11 Musea in Tsim Sha Tsui. The opening is a partnership between Fortnum & Mason and Lagardere Travel Retail. 

“We hope that the opening of our airside airport retail space is a further positive step as Hong Kong continues to open up to the world once more,” said Rupert Thomas, chief commercial officer at Fortnum & Mason. 

The store spans 333sqft in the East Hall luxury zone and is home to a selection of the brand’s signature products, including teas, chocolates and gift boxes. It opened just in time for the year-end holiday to capture the increasing shopping demand.

The move is part of Fortnum & Mason’s efforts to further increase its influence in Asia after making its digital launch on China’s Tmall Global under the partnership with local e-commerce accelerator Pattern. 

Earlier this year, the London-based luxury retailer was reported to be in talks with Reliance Retail to bring the chain into India. The deal, if it happens, will make India the second market in Asia to have a physical Fortnum & Mason store.