A few years ago Grotto homewares on Brunswick St closed and was briefly replaced by a denim shop so pretentious they viewed customers as too mainstream, and they soon closed. NMHQ homewares then filled the space and looked similar enough to Grotto to make the street look almost as it had before, but now they too have closed. We are now to be treated to more generic Americana food. I’m bored with this, and isn’t it a bit late in the trend cycle for a new entrant to be successful?
It’s going to be a week of closure posts this week. As I predicted one year ago, Brunswick St doesn’t need two froyo providers. Although it opened first, Berrissimo looks like it is selling up and closing down (thanks to @bitsroy for the news). Frolic survives (for now).
Never mind the respective qualities of the consumable product, its interior design and branding is not as slick and shiny as Frolic’s across the road, and it is the image that gets people in. A good product keeps them coming back, but that doesn’t help if they don’t come in to try it. Then there’s the bigger competition from N2 gelato, which has made Trampoline look old in comparison.
Yesterday I received an email from a reader telling me she had spoken to the owner of The Oven Friday night and he had abruptly decided to shut down immediately, as an increase in rent was making his business unprofitable. The premises are already being dismantled.
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