BENDIGO gourmet ice creamery Favourite Flavours has chosen not to renew its lease on its Mitchell Street shop after it outgrew the location.
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The Mitchell Street outlet will close at the end of the month and all stock and produce will be shifted to the Favourite Flavours at Lake Weeroona.
Owner and director Stephen Virtue said the business is continuing to expand and he is actively seeking a new location in Bendigo.
"Don't worry Bendigo, we're still here," he said.
"The brand will continue to grow and we will get stronger.
"We were looking to extend the shop. We have outgrown that location in many ways."
The Mitchell Street store had long been the business' flagship, while the Lake Weeroona location had been considered a concept store, with a growing trade.
Favourite Flavours provides wholesale ice cream to Bendigo restaurants, with an ever increasing demand.
From the traditional to the unusual, the flavours always push the boundaries of ice cream.
The business' range of T2 teas will also be available from the Lake Weeroona store.
The Lake Weeroona location has a commercial kitchen and will continue to provide lunch for people enjoying the scenic lake.
Mr Virtue said they want to find a new location that suits their targeted clientele.
"At the moment, demographics on Mitchell Street don't really suit our business," he said.
"The relocation is something that's long been talked about.
"We will continue to look to extend the range of ice cream.
"The Lake Weeroona store will showcase all of the local produce."
No jobs will be lost as a result of the relocation, Mr Virtue said.
The business hires predominantly young local people seeking to gain retail experience.
Favourite Flavours has been located in the central business district for at least 20 years, including as a lunch bar in Hargreaves Mall.
Mr Virtue said the relocation would be a "very positive exit" from its presence in Bendigo's CBD retail scene.
