Plans to modernise Bradbeers in Station Road, New Milton, backed by locals but criticised by New Forest District Council’s Urban Design team

PLANS to modernise a flagship department store on New Milton’s high street have been welcomed by locals but slammed by planners over its design.

Bradbeers, at 124-138 Station Road, wants to revamp the site, creating a new entrance and rendering the exposed brick walls.

The family-run store was created in the 1940s from smaller units before a top level was added in the 1960s, and “very little” has changed over the past 80 years, an application to New Forest District Council says.

The windows are “dated” and in style and appearance, it adds, while an effort at unification has been made with a blue canopy and fascia over the ground-floor shop windows.

It states: “Bradbeers occupies a significant position at the southern end of the main shopping street [and] is the first impression of the town centre when entering the town.

“The proposal is to refurbish the existing elevational treatment and provide some unification to the store. This will be done by rendering brickwork to be black at ground floor and white above. Tile hanging will be replaced with a new black plain tile.

“This will also include removing redundant windows and renewing those that are to remain. The ground floor shopfronts will be renewed and a more accessible entrance will be created in the main shopfront. The canopy and fascias will be refurbished and coloured white.”

The plans have been “strongly” supported by New Milton Town Council, which said in a response to the application it would be acceptable so long as the Neighbourhood Plan policy was adhered to.

The application has received one letter of support, with a resident writing: “High streets are dying on their feet nationwide. We are lucky to have a high street which attracts both locals and tourists. Let's not pass up this opportunity to create more wealth and helps our community to continue to thrive.

“How fantastic that the applicant is willing to invest so much, and make the high street more attractive. I, for one, am behind this application, and hope any obstacles are overcome.”

Support has also been forthcoming online, with one local writing: “With shopping areas all over the country falling apart, we should all applaud and support a business that is prepared to invest in the town and its future.

“The building reflects the M&S Food store opposite and would freshen up the appearance of Station Road. I believe we should support Bradbeers in their efforts to brighten up the town and create a continuing thriving business before it is too late.”

Another added: “Just what the high street needs – an update. Might just be the push for other retailers to follow suit. Let’s keep the high street alive”.

However, NFDC’s Urban Design team said while investment in the building is “commendable”, the proposals will result in a “substantial change” in the building’s appearance.

It adds: “In principle this is acceptable if it can demonstrate to be high quality design and a positive contribution to the character and identity of the locality. Unfortunately, the information provided to inform and describe the design proposal is very limited.

“The proposed appearance is in stark contrast to the adjoining buildings [and] the scale of the radical departure from the typical materials is considered as an adverse impact on the local character.”

Cllr Fran Carpenter, who represents New Milton on Hampshire County Council, likened the proposed improvements to a “concrete block”, adding: “I like the old building. But if they need a revamp they need a revamp, I suppose.” Cllr Carpenter said while she had nothing to do with planning, she “happened to like old buildings”.

The A&T has approached Bradbeers for comment.

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