Birmingham planning chiefs have given the green light for a major retail transformation in Sutton Coldfield, approving Sainsbury's plans to convert a former Homebase into a new full-line supermarket.
A Multi-Million Pound Investment
Sainsbury's will invest a substantial £17.27 million to redevelop the vacant DIY store at the prominent Jockey Road and Chester Road junction in New Oscott. The project involves a high-specification refurbishment of the existing building, bringing it up to the latest Sainsbury's store standards.
The development is set to create approximately 100 full and part-time positions, with the supermarket giant confirming that all former Homebase employees are guaranteed interviews for the new roles. The company's hourly pay outside London rose to £12.60 per hour from August 2025.
Enhanced Shopping Experience and Community Impact
The new store will feature an in-store Argos offering thousands of products for same-day collection. Customers will benefit from comprehensive click and collect services for groceries, Argos orders, TU Clothing, and Habitat ranges.
Environmental considerations form a key part of the development, with the store to be powered by 100% renewable electricity and implementing a fabric-first energy strategy to improve building efficiency and reduce environmental impact. A new pedestrian route will improve access from nearby bus stops.
Christian Wakelin, Sainsbury's head of supermarket property development, expressed delight at the approval: "We're thrilled that Birmingham City Council has approved our plans for Sutton Coldfield. This new supermarket will bring significant investment to the area, create new jobs, and offer a fantastic shopping experience for customers."
Addressing Concerns and Looking Ahead
The approval follows extensive community engagement by Sainsbury's, including an online consultation hub and targeted social media promotion. The company reported receiving hundreds of responses from local residents, showing strong support for revitalising the brownfield site.
However, Sutton Coldfield MP Andrew Mitchell raised concerns about increased traffic congestion, particularly highlighting that the current single entry and exit point for the car park could prove inadequate. The approved plans do not include adding a second access point.
Initially describing the plans as a 'net loss to the community', Councillor Rob Pocock later acknowledged Sainsbury's responsiveness to resident feedback, stating: "I would like to thank Sainsbury's for responding with such care and concern to the comments raised by residents during the application process. This bodes well for a popular, environmentally positive and successful new facility within our local community!"
The new Sainsbury's will join existing supermarkets in the area, including Tesco, M&S Food Hall, Aldi, and Lidl, intensifying local retail competition while providing improved shopping choice for Sutton Coldfield residents.
