Urban Outfitters, the global fashion brand, has become the latest retailer to enter the eating-out sector after acquiring the Vetri Family restaurants group, whose flagship brand is the Pizzeria Vetri chain.
The company, which operates c250 sites globally, including c25 in the UK, said it had made the acquisition in order to “create lifestyle destinations which combine retail with a wider leisure offering”.
The group launched its first new format store, complete with first Pizzeria Vetri, at the University of Texas campus last week, with further test sites set to come online in the US over the next few months.
Chief executive Richard Hayne said: “In recent years, casual dining has been one of the fastest growth categories and our involvement in the food service business through our successful cafes in two training locations and in the Urban Outfitters location on Herald Square has harnessed the potential synergies that can exist between retail and food operations.
“A big attraction of this concept is the enormous depth of its appeal. Very young to very old, everyone loves great pizza. Last week the Urban brand launch its new Space 24 Twenty project Austin across from the University of Texas campus. This project includes an expanded Urban Outfitters store where several food and beverage concepts including Pizzeria Vetri and Michael Symon’s Burger joint. The store and the restaurants are clustered around an open area courtyard that offers restaurant seating and a stage for special events and concerts. So, in addition to a large Urban store we’ve assembled award winning pizza and burgers serving beer and other beverages and offering live music. And this is all directly across the street from 50,000 plus new [Indiscernible] students. We believe the project has a high probability of success.
“The Vetri pizza concept is not limited however to pairing only with Urban brand. In early 2017 we planned to open a project in Devon, Pennsylvania, which is high-end suburb of Philadelphia. This project will include a larger format Anthropologie store, a Terrain Garden Center outdoor store, a Glass House cafe, a Pizzeria Vetri and one of Vetri Groups higher-end restaurants.
“We’re fighting to add foodservice to our brand portfolio and believe that Vetri Family Group of restaurants compliments our brand nicely.”
