Published on 30th January 2024

artist impression of site plan for new housing development

January sees a successful start for new and existing Cheltenham residents with a multi-million pound deal to purchase land for 180 new homes.

Tewkesbury-based housing association Bromford has agreed a deal to buy two parcels of land owned by Cheltenham Borough Council and Gloucestershire County Council on Old Gloucester Road in Cheltenham. The housing association will now draw up plans to build 180 homes on the combined 16-acre site. 

The two pieces of land are next to an existing development, where Bromford is currently building 85 affordable new homes, which will provide access to the new sites. Bromford started work on this site in 2023 and is due to complete next year in 2025.

 Of the 180 additional homes proposed on the two new pieces of land, 50% will be affordable market led housing and 50% will be affordable. Housing options will include shared ownership and social rent homes, ensuring a mixed tenure development.

Bromford’s head of land, Lyndon Parkes, said: “We’re thrilled to have agreed these deals and to be working with Gloucestershire County Council and Cheltenham Borough Council to provide these new homes. 

“Having already acquired and started work on the first parcel of land at Old Gloucester Road, buying these two adjoining pieces of land is an ideal opportunity for us to create a joined-up vision for the whole site and to create an attractive and flourishing new neighbourhood. It fits perfectly with our new strategy to acquire and develop larger pieces of land ourselves so we can maximise our impact in an area and really help a place to thrive. 

“We’ll be utilising Homes England grant funding to finance the development as we look to deliver a mix of tenures to meet local demand. We’re already working on the plans for the land and subject to receiving planning permission would hope to start work later this year.”

Cllr Victoria Atherstone, cabinet member for housing, at Cheltenham Borough Council said: “This is an exciting start to the new year and is another step towards increasing the number of affordable, energy efficient homes our town really needs. Bromford have demonstrated that they can deliver affordable housing which will help create more sustainable communities and reduce homelessness.”

Cllr Peter Jeffries, cabinet member for finance and assets at Cheltenham Borough Council, said: “Once again this demonstrates how the council makes the best use of its assets to deliver the right outcomes for Cheltenham’s residents and businesses; and with this initiative this means securing both modern, sustainable housing and maximising financial returns for reinvestment back into Cheltenham.”

Cllr Lynden Stowe, cabinet member for finance and change at Gloucestershire County Council, said: “We are delighted to have worked with Bromford and Cheltenham Borough Council to be able to deliver 180 new homes in Cheltenham.

“These much-needed new homes will deliver a range of affordable housing for Cheltenham on land ideally located for this purpose.”

Bromford is one of the country’s biggest housing associations and already owns more than 12,000 homes across Gloucestershire, including 900 homes in Cheltenham.  

For media enquiries, contact: 

Cheltenham Borough Council: communications, telephone 01242 264231, email [email protected]

Gloucestershire County Council contact: communications, telephone 01452 427554, email [email protected]

Bromford: For further information or any PR enquiries about Bromford, please email [email protected]

A key priority for Cheltenham Borough Council is to increase the number of affordable homes through a £180m housing investment plan, more detail can be found on the council website

Bromford is one of the UK’s largest housing associations, with its 46,000 properties in the West Midlands and West of England providing homes to more than 100,000 people. It believes in providing warm, safe and secure homes and is consistently one of the biggest builders of new affordable homes every year. Between 2023 and 2031 the association’s goal is to build an additional 12,000 new homes across the West of England and West Midlands.

But at its core, Bromford is a people business and wants its customers to thrive. It believes that having a great place to call home is just the start and with the right relationships and someone who believes in your potential almost anything is possible. That’s why it continues to make a difference through investing in building relationships with its customers through its neighbourhood coaches so its customers get to where they want to be.