Many visitors to London are impressed by the beauty of the Fortnum & Mason shop and its iconic products rooted in the history and culture of Britain. As part of her international practicum in London, Merran spent time in the F&M archive in April and October of 2018. The F&M archive makes an important contribution to cultural memory, both within the company, and externally in showcasing F&M’s historical and cultural influences. The F&M corporate archivist plays a key role in preserving and shaping institutional cultural memory, product development and design, and marketing. She also incorporates cultural memory content from the archive into staff training and engagement activities. The archive, while a crucial strategic unit, faces challenges related to succession, digitization and metadata. This session will also provide a glimpse into the fascinating objects and texts that are found in the F&M archive.