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Tue 26th Jun 2018 - East Coast Concepts secures third Victor's site as The Alchemist shuts Alderley Edge venue
East Coast Concepts secures third Victor’s site as The Alchemist shuts Alderley Edge venue: East Coast Concepts has secured the third site for its all-day concept Victor’s, in Alderley Edge, Cheshire. The £1.2m, 2,450 square foot restaurant will open later this year, replacing Palatine Private Equity-backed The Alchemist, which is shifting its focus to acquire bar and restaurant sites in “metropolitan locations”. Managing director Simon Potts said: “We have always had a great relationship with East Coast Concepts and Alderley Edge has long been a key location goal for the group. From our point of view, our venue in the area now sits slightly outside The Alchemist model, which has evolved and refined in recent years, and our focus for new site acquisitions is now in metropolitan locations. Therefore, we were happy to come to an agreement with East Coast Concepts to take over the lease. We believe Victor’s will be a fantastic addition to the village and we wish it every success. We are working closely with our team members to ensure the transition is as seamless as possible. We would like to thank all our wonderful customers for all their support over the past few years and look forward to seeing them in another Alchemist venue soon.” East Coast Concepts established Victor’s in Hale in 2014 and an additional site launched in Oxford earlier this year. Serving breakfast, brunch, lunch and dinner with live music and DJ sets in the evening, Victor’s has a menu of modern American sharing plates complemented by an extensive wine list and cocktails. East Coast Concepts, which also runs the Neighbourhood brand, was backed by private equity firm NorthEdge Capital in 2016 to support its nationwide roll-out. The group was established by James Hitchen, who took inspiration from New York’s dining district. Once Alderley Edge is open, East Coast Concepts will employ 335 staff across its six UK sites. Hitchen said: “We have been looking for the perfect site in Alderley Edge for some time and can’t wait to bring Victor’s to the area. Alderley Edge is a natural step for us. We believe the brand will be a great fit for the area and prove a worthy addition to the vibrant food and beverage offer in the village.”


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