Queen, Kate and Camilla visit Fortnum & Mason in 2012

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Fortnum & Mason has expanded its title options for online shoppers with the addition of ‘Mx’. ‘Mx’ is a gender-neutral honorific for those who do not wish to be identified by gender.

The upmarket department store in Piccadilly, London, is offering the new option when customers give their details online.

As well as other titles such as ‘Mr’ and ‘Mrs’, Fortnum & Mason has a range of honorifics for shoppers to choose from including Brigadier, HRH, Dame, General and Colonel.

The Daily Mail’s diary editor Richard Eden, who pointed out the addition of ‘Mx’, commented that the Queen’s grocer has gone “woke” with the introduction of the gender-neutral title.

Commenting on Twitter, one user with the handle Tetburyboy joked: “Disappointed that Fortnum’s doesn’t offer the XRH option (gender neutral HRH)…”

Another Twitter user, toriaa_h, wrote: “Their titles have everything from HRH to Baron so let’s not have our knickers in a twist.”

One more, su_brompton, commented: “I don’t see a problem here because they only added an option.

“It doesn’t affect customers?

“As long as you are still allowed to use ‘Mr/Mrs’, man/woman etc. and as long as you are not forced to use pronouns, it doesn’t matter.”

Fortnum & Mason was founded in 1707.

The upmarket department store is known for selling luxury hampers, tea, coffee, food and other gifts.

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Fortnum & Mason holds royal warrants from both the Queen and Prince Charles.

It also held a warrant from the Queen Mother until 2007.

As well as its flagship Piccadilly shop, Fortnum & Mason has stores at The Royal Exchange, St Pancras International, Heathrow Airport and K11 Musea In Hong Kong.

Fortnum & Mason is no doubt busy as Christmas approaches.

Visiting the upmarket department store is a much-loved tradition for many.

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