East Coast Concepts is to open its third Victor’s bar and restaurant in Alderley Edge, Cheshire, the restaurant will open on the site of The Alchemist and will undergo a £1.2m refurbishment.
Living Ventures launched The Alchemist just two years ago however this will now be closed to make way for Victor’s as it looks to expand into “metropolitan areas”. Victor’s in Hale is well known for attracting celebrities and millionaires, and serves small dishes inspired by Hamptons in New York.
Owner and founder of East Coast Concepts, James Hitchin 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 both be a great fit for the area and prove to be a worthy addition to the vibrant food and beverage offer in the village.”
Simon Potts, managing director at The Alchemist 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 of 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 ECC to take over the lease, we believe Victors will be a fantastic addition to the village and wish them 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 of our wonderful customers for all of their support over the last few years, and look forward to seeing them in another Alchemist venue soon.”
Once the new restaurant opens East Coast Concepts will employ 335 UK staff.