Birmingham planning authorities have officially approved a major £17.27 million project that will see a new Sainsbury's supermarket open in Sutton Coldfield. The green light was given to transform the former Homebase unit, located at the prominent junction of Jockey Road and Chester Road in New Oscott, into a full-line store.
A Significant Investment and Job Creation
The supermarket giant is set to invest a substantial £17.27 million into a high-specification refurbishment of the existing building. This development is expected to create approximately 100 new full and part-time jobs for the local area. A Sainsbury's spokesperson confirmed that all former employees of the Homebase store have been guaranteed interviews for the new roles.
This new store will intensify the local retail competition, joining a cluster of existing supermarkets including a Tesco, M&S Foodhall, Aldi, and Lidl. Sainsbury's stated the move is aimed at delivering improved shopping choice for local residents.
Store Features and Community Impact
The new Sainsbury's will be built to the retailer's latest store standards and will include several integrated services. Shoppers will have access to an in-store Argos, offering thousands of products available for same-day collection.
The facility will also feature a comprehensive click and collect service for groceries, Argos orders, TU Clothing, and Habitat ranges. To improve access, a new pedestrian route will be created to link the store with nearby bus stops.
Emphasising sustainability, the supermarket will be powered by a 100 per cent renewable electricity supply and will utilise a fabric-first energy strategy to enhance the building's efficiency and reduce its environmental footprint.
Community Feedback and Traffic Concerns
Sainsbury's highlighted its extensive community engagement prior to the decision, which included an online consultation hub and social media promotion. The company reported that hundreds of local residents provided feedback, showing strong support for revitalising the brownfield site.
However, the plans were not without opposition. Sutton Coldfield's MP, Andrew Mitchell, raised concerns from residents about potential increased traffic congestion. He specifically warned that the current car park layout, with a single entry and exit point, could prove inadequate. The approved plans do not include a second access point.
Birmingham city councillor Rob Pocock initially described the plan as a 'net loss to the community'. However, following the planning committee's decision and further discussions with Sainsbury's, he adopted a more positive tone, thanking the company for its care and concern in responding to residents' comments.
Christian Wakelin, Sainsbury’s head of supermarket property development, expressed his delight at the council's approval. He said the new supermarket would bring significant investment to the area and that the company was proud to be regenerating the site and looked forward to becoming part of the community. The supermarket also confirmed it would continue its tradition of supporting local charities and community initiatives.
