Nearly eight acres of brownfield
land at the heart of the Black Country is being transformed into an attractive
canal-side housing development thanks to an innovative partnership between the
real estate arm of an international industrial group and one of Britain’s
leading home builders.
JAHAMA, the real estate and
investment management group within the global metals and industrials business,
the GFG Alliance, has worked closely with Persimmon Homes for several months to
secure planning consent for a 128-home development at West Bromwich.
Due to changes in the GFG’s
manufacturing business, the land next to the Balls Hill Branch Canal, which had
been used for many decades to make steel tubes and wire products, became
available for alternative purposes.
JAHAMA forged a collaborative
partnership with Persimmon to unlock the residential potential of the land at
Phoenix Street, contributing towards the West Midlands local authorities’
combined target of creating nearly 60,000 new homes on brownfield land between
2006 – 2026.
After developing a blueprint
together with JAHAMA, and securing planning permission from Sandwell
Metropolitan Council, Persimmon has now completed the purchase of the site and
begun groundwork in preparation for the construction of two, three and
The scheme, which is due to start
on site at the beginning of May, will see the first completed homes delivered
by the end of the year.
Dilip Awtani, chief executive of
JAHAMA said: “We are proud that JAHAMA has worked successfully with Persimmon
to create an opportunity for this site to be transformed into a much-needed
housing development and we’re very pleased this project is now being brought to
“Creating value from areas within
industrial sites is a key vision for JAHAMA. We are delighted to have been able
to contribute to the sustainability strategy of the GFG Alliance by ensuring a
high-quality alternative use for this land that enhances the wellbeing of the
local population,” he added.
Neil Williams, managing director
of Persimmon Homes Central, said: “Working in close co-operation with
representatives of a former industrial user has been very valuable to us in
streamlining and accelerating the transformation of this brownfield site from
its previous role into a pleasant new urban neighbourhood at the heart of the
West Midlands. This is an exciting template for future active collaboration
between manufacturers and housebuilders.”
The JAHAMA team are now working on
the redevelopment of other former heavy industrial sites throughout Great
Britain to ensure high-quality future alternative uses.