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Victors adds new £1.2m venue in Alderley Edge

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It’s fair to say it’s all change on the Alderley Edge dining scene at the moment… that’s if it had even looked settled for very long in the first place, which to be fair it probably hadn’t.

The premises that formerly housed Blue Lobster (before that Tomfoolery, and before that Alderley Rose), which closed late last year, is set to re-open as Parea – more details on this soon.


(What we might be able to expect… Victors comes to Alderley Edge)


In the meantime, Alderley Edge has now been chosen as the third location for Victors restaurant, which many readers may recognise from its other local venue in Hale.

Victors will be replacing The Alchemist (you might remember that used to be Grill on The Edge not so long ago, do try to keep up!) and with it, bringing “Hampton’s-inspired dining and glamour to the village” according to owners East Coast Concepts.

Promising to raise the bar in food and drink, the infinitely Instagram-able hotspot will be draped from floor to ceiling in blooming wisteria, providing a sophisticated dining experience for guests throughout the day.

Victors will be serving breakfast, brunch, lunch and dinner, with live music and DJ sets later in the evening. The menu boasts a variety of modern American small sharing plates – including black cod, lobster tacos, sushi and raw bar platters.

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


(Moving out… on the hunt for more metropolitan areas, The Alchemist)


The new 2,450 sq ft restaurant will open later this year when The Alchemist shifts its focus on to acquiring new sites in more metropolitan areas.

Victors was first established in Hale in 2014 and an additional site launched in Oxford earlier this year. 

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 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 six UK sites.

James Hitchen, CEO and founder of East Coast Concepts, said: “We have been looking for the perfect site in Alderley Edge for some time, and can’t wait to bring Victors 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.”

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