Housing estate gets the green light as factory demolished

Bouncers Lane Bromford

A new housing estate has been given the go ahead in Cheltenham, paving the way for dozens of affordable homes to be built in the north east of the town.

Housing association Bromford, a 44,000-home landlord operating across Gloucestershire and the Midlands, has been given the all-clear to proceed with plans for the Bouncers Lane site in Cheltenham. It used to be home to cleaning chemicals company Premiere Products until the local branch closed down around three years ago.

The factory was razed to the ground recently as preparations for clearing the site got underway and now planners at Cheltenham Borough Council have granted permission for the brownfield site to be transformed as part of a significant investment in the area. Bromford will build 54 one, two, three and four bedroom homes for a range of tenures with work likely to commence later this year.

The new housing estate will also include residential parking, landscaped gardens and an access road off Bouncers Lane. The 1.7 hectare site is close to Cheltenham Cemetery and Crematorium, Prestbury St Mary’s CofE Junior School and 12 houses which were built on the former Premiere Products Machine Division site in 2013.

In a planning application submitted by Bromford, it says: “The development will respect the local character but also move Cheltenham towards a more sustainable future, through a significant increase in housing choice. Development will accord with the principles of high quality design and best practice to create a townscape that is rich, varied and sympathetic to its environment. The aim is to achieve a high quality development with a strong identity, activity and a strong ‘sense of place’.”

Andy Rhoades, Bromford’s associate director of land & planning, said: “We were delighted to acquire this site and now to have received planning permission from our partners at the local authority. The land is in a very desirable location close to the centre of Cheltenham with its vast array of shops, restaurants, parks and leisure centres.

“As one of the main housing providers in Gloucestershire, this is an area we know well and where we are really keen to invest in. The derelict site has been quite an eyesore and we’re confident this development will significantly enhance the area as well as making inroads in meeting the growing demand for housing for local people in and around Cheltenham.”