John Lewis has secured approval for its first flagship housing development, marking a significant milestone in the retailer's diversification strategy.

The plan to build 353 rental flats atop a Waitrose store in Bromley, south-east London, was given the green light by local councillors despite opposition from some residents and community members.

The development control committee voted 10 to 5 in favour of the project, with one abstention. Committee chairman Alexa Michael described it as a "very finely balanced" case, citing the "large need for housing" as a deciding factor.

The scheme, which has been in consultation since June 2022, faced criticism over the height of the proposed towers and the limited number of affordable homes. John Lewis has committed to making 10 per cent of the homes "affordable", with rents capped at 80 per cent of the market average. This falls short of the council's recommendation for 35 per cent affordable housing in new developments, a target John Lewis argued was not financially viable without securing a London grant.

Katherine Russell, build-to-rent director at John Lewis, expressed delight at the decision, stating, "This now gives us the opportunity to enhance the local area, create vital new housing for the local people of Bromley and deliver a state-of-the-art Waitrose, which sits at the heart of the community."

The development is expected to boost the local economy by an estimated £70 million in additional council tax and local spending over the next decade. Plans include shared areas for fitness, home-working, and socialising, as well as new public green spaces, a café, and improved cycle and pedestrian links.

This project is one of three flagship rental home developments being pursued by John Lewis as part of its strategy to diversify beyond retail. While the partnership has recently refocused on its high street stores, scrapping its 2030 target to make 40 per cent of profits outside retail, it continues to push forward with its initial housing schemes in West Ealing and Reading.

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