IT’S been nearly three years since The Avenue launched as Manchester’s luxury retail quarter, located in Spinningfields.
According to Allied London, the restaurant ‘will bring a new and unique dining concept to the city, which still lags behind other international areas in the provision of high end dining options.’
In a promotional video released last year, developers, Allied London, revealed 350,000 people visit Spinningfields' events, yet on any given day of the week you’d be lucky to see 35 people walking down The Avenue.
That’s not to say all retailers have suffered.
The Avenue's first tenant, Emporio Armani, which opened its doors in September 2010, may not be the type of shop to attract massive footfall but this shouldn’t be seen as a reflection of their sales.
On a press tour back in March 2011, staff at Emporio Armani revealed one of their most loyal customers spends, on average, £60,000 per season and that any new custom is simply a bonus to their existing clientele.
Emporio Armani Opened In September 2010
However, news comes this week that the unit currently occupied by Brooks Brothers, which has now reached the end of its lease, has been ‘taken back’ by Allied London ‘in order to realise its vision.’
That vision, it would seem, is to move away from retail in favour of more food and drink destinations for the area, starting with a new restaurant in place of Brooks Brothers.
According to Allied London, the restaurant ‘will bring a new and unique dining concept to the city, which still lags behind other international areas in the provision of high end dining options.’
Brooks Brothers (interior) to become new restaurant
Michael Ingall, CEO of Allied London, said: “We have exciting new commercial buildings, concepts and developments in the pipeline. It’s essential to our ethos for Spinningfields that as well as being a great place to work, it offers a vibrant area to eat, to drink, and to relax. Our new restaurant is another step towards this.
“With the creation of high quality, original and unique urban eating and dining areas, we genuinely believe that we can evolve Spinningfields into a must-visit destination for visitors and tourists alike. The Avenue offers real potential to help us achieve this whilst improving the eating and dining links across Spinningfields. We hope this will be the first of several new offerings.”
It’s a dramatic U-turn for the area which had an initial aim of providing an alternative destination to the high-end retail hub of King Street. But with food and drink being the main driver of footfall in the Spinningfields area through the likes of Australasia, Grand Pacific, The Oast House, Neighbourhood and most recently Artisan, it would appear it’s time for The Avenue to cut its losses.
As to whether or not Brooks Brothers struggled to make a success of their business on The Avenue, they’re not currently able to confirm or deny while still under contract with the landlords. But you only have to visit the shop to see the tumbleweed for yourself.
With more shops coming to the end of their leases this year, it won’t be a surprise to hear of other retailers dropping off The Avenue’s radar in the coming months.
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