ALTRINCHAM is bucking the trend of the high street downturn and is a shining example a commercial success story, according to new research.

Manchester Metropolitan has identified Altrincham as a champion of the thriving town centre in its High Street UK2020 study.

The aim of the study was to establish 201 individual factors that affect high street success.

It also analysed over half-a-billion shopping movements, over a three-year period, to understand more about the changing nature of the UK’s town centres.

Of the towns that were analysed in the study, Altrincham came out on top. It found that the footfall in Altrincham was regularly more than 50 per cent higher than would be expected given its location, competition from Manchester city centre and Trafford Centre.

According to researchers, Altrincham is repositioning as the ‘modern market town’ and, unlike other locations where these straplines remain unattainable, Altrincham is delivering on the promise.

“Altrincham is ticking all the boxes,” said Professor Cathy Parker, professor of retail, place and consumer change at Manchester Met and lead investigator in the study.

“It is developing a retailer and service mix, anchored around the market, offering the catchment something special as well as benefiting from better access and connectivity, with improved transport links and a £19m overhaul of the Altrincham Interchange.”

With a strong vision provided by Nick Johnson, of Urban Splash fame, backed-up by co-ordinated investment from Trafford Council and others, coupled with the ‘energy and enthusiasm’ of civic groups and retailers, Altrincham is ‘transforming from a ‘victim’ of decision making to a buzzing, European-style location’.

On a wider scale, the study identified the key local influence factors; optimum opening hours, town centre appearance and cleanliness, and what retailers offer.

"Retailing is location, location, location, and retailers want to be where the major footfall is, in regional city centres and out-of-town retail parks. But we don't believe this strategy will give the majority of retailers a resilient store portfolio,” said Professor Parker.

“They need to get better at fitting in and contributing to a strong and coherent overall town offer, recognising that people visit physical locations for a variety of reasons, including a good customer experience.”

Over the last five years, Altrincham Forward, which is a public and private partnership, has helped to significantly drive forward the transformation of the town.

Cllr Michael Young, Altrincham Forward Board member and Executive Member for Economic Growth and Planning, said: “We are delighted to see that High Street 2020 has identified Altrincham as one of the major success stories of the project.

“Altrincham Forward’s progress in rejuvenating Altrincham town centre has come about through effective collaboration with partners from different sectors across the town, and the study recognises that strong leadership, collaboration and vision have been fundamental to driving sustainable improvement in Altrincham.”

The research comes shortly after the establishment of the Altrincham Business Improvement District (BID).

The BID will see the creation of a £1.4million fund for projects designed to improve the town centre, increase footfall and enhance business performance over the next five years.