Alexandra Park redevelopment’s supermarket

Fresh ChoiceA new grocery concept for Auckland will be opening mid-2017 as part of Alexandra Park’s ambitious high-end urban village redevelopment.

Wholesale Distributors has reported that a FreshChoice supermarket will be built in Alexandra Park near Green Lane West.

“The FreshChoice offer reflects the aspirations of our exciting urban village development. FreshChoice is focused on catering for locals’ specific needs, sourcing quality local and international products and employing local staff. It’s a great match for us,” says CEO of Alexandra Park, Dominique Dowding.

“It’s particularly exciting for our future apartment residents as it will offer some very personal touches, including a delivery service and delicious ready-to-go-meals for those who want a night off cooking. You’ll even be able to telephone through and order a platter if you’re entertaining.

“It’s going to be very much a fusion of a delicatessen, cafe, and a fresh foods market. FreshChoice has taken on our brief and shown great flexibility to deliver something new and exciting to the Auckland market.”

She describes FreshChoice’s lease as a long-term commitment to the site, with the supermarket taking 1,800 sqm, or about two thirds, of the first building’s ground floor area. Lease negotiations for the balance of building are well advanced.

Mark Brosnan, GM for FreshChoice franchisor, Wholsesale Distributors, says, “Dominique Dowding challenged us to bring something very special to Alexandra Park, and she blew us away with her vision for the quality of food and service she wanted. With that in mind we’re pleased to announce this will be a very unique store with a great contemporary design and competitive pricing to boot. It’s set to be hugely successful.”

The store will be owned and operated by Aucklanders Chris Harris and Juliet Monaghan, who have successfully owned the popular FreshChoice at the Half Moon Bay marina for the past three years.

The store is set to be a key commercial element in the Auckland Trotting Club’s urban village redevelopment project, with major earthworks in the club’s former carpark currently under way.

Dowding says the announcement is a significant early milestone for the entire project.

“Having such a quality grocery product as a cornerstone tenant helps sets the tone. This announcement reaffirms that this development will be a quality one showcasing not only the best in apartment living, but the best in boutique retailing and fresh food and beverage,” she says.

Beneath the residential living, the club is fielding a lot of interest and making great progress in its negotiation of leases for the prime ground floor retail, hospitality and commercial space in the development.

Ash Hira of Bayleys Real Estate says locking in Wholesale Distributors is significant and will lead to other lease announcements with a total of over 5,500 sqm of ground floor space available for lease, split beneath three apartment buildings.

He adds that it is all about delivering on the high quality vision of Alexandra Park and its ambition to also become Auckland’s next restaurant and cafe destination, with plenty of opportunity for alfresco dining in and around attractive promenades and public spaces. “Bayleys is also working to secure boutique lifestyle retailers offering the likes of giftware, homeware and beauty,” Hira points out.

“Without a doubt this whole development will create a new heart for Epsom, which is long overdue. Given the very attractive catchment, we’re able to pick the best operators and those who can offer consumers something different. It’s going to be a real destination.”

Dowding agrees that this latest announcement by Wholesale Distributors only adds momentum to the project, with the freehold apartments selling extremely well in recent months.

With the majority of apartments in stage one now sold, stages two and three of the development have now come on the market known as Sightline Green and High Street.



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