NORFOLK - The much-anticipated Urban Outfitters store in downtown Norfolk opened for business Thursday morning.

The grand opening and chain cutting for the nearly 14,000 square foot store at 271 Granby Street is took place at 9:30 a.m. The Alternative will be performing from 10:00 a.m. to noon and again from 4:00 p.m. to 6:00 p.m.

The city signed off on a grant last year to help bring clothing chain to Granby Street.

Neil Sanders, the owner of Latte Cafe, thinks the retailer will bring even more shoppers downtown.

'We came here because we felt like Granby Street would definitely come back around, so I'm excited to be downtown at this time,' he said. 'I've been waiting for a reason to have to be open on the weekends that would benefit us and downtown, so I'm looking forward to it.'

According to the Downtown Norfolk Council, the company said it would spend $2 million to renovate the three-story building. The design team says it sought to enhance the historic and architectural elements of the building, preserving plaster and wallpaper while exposing character-rich elements such as the existing awning structure and wood joists. The space maintains the integrity of the existing structure and has been carefully designed to incorporate original materials and found objects wherever possible.

Teens and young adults are the company's target buyers.

The store opened at 10:00 a.m. Store hours will be 10:00 a.m. to 9:00 p.m.

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