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New Restaurant Confirmed For The Avenue

New dining concept to replace Brooks Brothers as The Avenue evolves from retail to food and drink hub

Written by . Published on August 20th 2013.

New Restaurant Confirmed For The Avenue

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 2010Emporio 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 restaurantBrooks 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.

Brooks Brothers, The AvenueAs 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.

Follow Lynda on Twitter @lyndamoyo

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9 comments so far, continue the conversation, write a comment.

AnonymousAugust 20th 2013.

oh dear... less an avenue, more a food court..... then.

1 Response: Reply To This...
AnonymousAugust 20th 2013.

So restaurant to you means food court? Somebody needs to get out more.

AnonymousAugust 20th 2013.

This isn't a total shock, as The Avenue is a complete dead zone, but it's saddening as I used to buy something from Brooks Brothers every few months. The quality of the clothing is fantastic and the customer service I received there was the best I've ever experienced in Manchester.

AnonymousAugust 20th 2013.

OH that wind tunnel?...Maybe they could all take up the empty units on KING STREET one by one???? I hate myself for liking SPINNINGFIELDS, all the same, and hope the AVENUE does find a role....

AnonymousAugust 20th 2013.

Face it Manchester, high end retail and fine dining just can't be sustained in your dirty old town. Evidently Chickentown!

1 Response: Reply To This...
AnonymousAugust 20th 2013.


Richard HJAugust 21st 2013.

I'm just disappointed that Manchester can't sustain the company that makes Kermit the Frog's suits.Shame on us all. www.complex.com/…/kermit-the-frog-gets-dapper-for-brooks-brothers…

AnonymousAugust 22nd 2013.

How many more concepts can Living Ventures eek out? And where are all these restaurants coming from (given that the Corn Exchange is also proposing to be a 'food hub')...

Poster BoyAugust 22nd 2013.

So is this the full extent of imagination that the combined minds of Manchester real estate can come up with as the answer to the new reality of the post retail City Centre? For the Avenue read Food, for the Corn Exchange read Food, for King Street read Food. Sheep.

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