Victors adds new £1.2m venue in Alderley Edge

New bar in Cheshire

Private equity-backed restaurant brand Victors has acquired a new site in Alderley Edge as part of its ongoing strategy to broaden its estate across the UK.

Victors, which is part of the East Coast Concepts Group, was first established in Hale in 2014 and an additional site launched in Oxford earlier this year.

More than £1.2m will be invested into the new Alderley Edge premises to create a relaxed and beautiful environment that provides accessible all-day dining, alongside a private dining and events space.

The 2,450 sq ft location was formerly owned by The Alchemist, which is shifting its focus to acquire new sites in metropolitan areas.

East Coast Concepts, which also operates the successful Neighbourhood brand, was backed by private equity firm NorthEdge Capital in June 2016 to support its nationwide roll out.

The group was established by entrepreneur James Hitchen, who took inspiration from New York’s dining district.

Once the Alderley Edge site is open East Coast Concepts will employ 335 staff across its six UK sites.

Victors provides a relaxed, Hamptons-inspired dining experience for guests throughout the day – serving breakfast, brunch, lunch and dinner, with live music and DJ sets in the evening.

The menu is focused on modern American sharing plates including black cod, lobster tacos, sushi and raw bar platters.

This is complemented with an extensive wine list selected by in-house sommeliers and innovative cocktails designed to provoke the senses.

James Hitchen, chief executive and founder of East Coast Concepts, said: “A site in Alderley Edge was a natural step for us as we look to expand the Victors brand across the UK.

“It is a location we have coveted for some time and we believe our concept will both be a great fit for the area and prove to be a worthy addition to the already vibrant food and drink offer in the village.

“Since opening in April we’ve had a fantastic reception in Oxford and are trading ahead of our initial expectations, so we’re confident that our third venue will prove to be just as successful.”

Phil Frame, director at NorthEdge Capital, added: “The opening of Victors in Alderley Edge represents another significant milestone in the development of East Coast Concepts and will see the estate grow to six sites.

“We have invested heavily into our central platform over the past 18 months and with funding in place we will continue to work with James and the rest of the management team to identify new opportunities across the UK.”

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