A hybrid fashion and food store is set to open on 10 January in the heart of Jesmond, bringing together retail, health and lifestyle under one roof.

The Hideaway Store, owned by local entrepreneur Scott Whitehead, will sell clothing alongside Acaiety, a food concept serving açai bowls, smoothies, coffee and protein snacks.

“The concept came from a trip to Japan, where retailers were trying to combat high rent prices and embrace the merging culture between health, food and fashion,” Whitehead told JesmondLocal.

The shop, described by Whitehead as a “collective hub”, offers something not yet seen in the area. It will be “the first company in the North East to serve soft serve açai, so it should definitely go down a treat in central Jesmond”, said Whitehead.

Before committing to the unit, Whitehead said he viewed “around eight or nine different locations” across Newcastle. He said Jesmond stood out due to its footfall and demographic mix. “We felt Jesmond had the best presence to match our customer demographics and has one of the best passing trades in the city,” he said. “Its mix of students and health-conscious locals really attracted us to the area.”

The Hideaway Store will offer a curated selection of fashion and lifestyle items, ranging from high-end clothing to streetwear and vintage pieces. Whitehead said the shop will stock “a range of handpicked, curated pieces,” alongside accessories, shoes and art, with much of the collection focusing on items from the late 1990s and early 2000s.

The opening marks Whitehead’s first physical retail space after years of buying and selling clothing online. “I’ve always been into buying clothes online and selling them,” he said. “As I’ve progressed later on in life, I’ve managed to turn that hobby into a job, and I’m very fortunate to be in this position.” He said the aim was to create a space where people could “shop the experience”.

Students living in the area have welcomed the announcement. Northumbria University student Aaron Matthew, 21, who lives in Jesmond, said he was pleased to see a new independent business opening locally. “It’s nice to see something new opening in Jesmond that feels aimed at students”, he said. “Being able to grab food and look around the shop at the same time is a good idea”.

The Hideaway Store and Acaiety are due to open on Saturday 10 January. Whitehead said a promotional offer will run on launch day.