Waitrose battles Surrey village plans over fears of an 'exodus' of shoppers
Supermarket giant Waitrose has officially objected to a major redevelopment plan in Hersham, Surrey, citing "fundamental concerns" over parking and the impact on its store operations.
Plans for a six-storey senior living accommodation and regeneration of Hersham shopping centre were submitted by developer Quadrant to Elmbridge Borough Council (EBC) in March 2024. Waitrose is now one of nearly 3,000 letters of objection sent against the proposals.
A consultant acting on behalf of Waitrose said that slashed parking could 'kill' some of their trade and force shoppers to abandon the area.
The letter responds to new independent traffic assessments, published on behalf of the developer in August, which outlines there is sufficient on-street parking despite only 128 car parking spaces. Visitors and residents could see a reduction of 142 car parking bays from the current 270 which includes both Waitrose customer car park and the council-run New Berry Lane site.
Read more: Surrey’s 'new' best place to live named as town loved for 'vibrant community feel'
Self-described as the “clear anchor store” in Hersham high street, Waitrose argued the successful operation of its food store is “essential to the future vitality and viability” of the centre.
Waitrose, initially not committing to support or object, had responded to the proposal in April. It expressed some reservations around the ongoing operation of the food store, parking, sustainability, biodiversity and contamination. But now, the British supermarket has changed its mind.
In a damning report commissioned by the supermarket, Waitrose criticised the parking survey as not addressing concerns raised in its first letter on the proposed development with the loss of parking spaces causing a drop in trade.
The consultant Glanville said: “Waitrose’s principal concern is the significant loss of car parking proposed will inevitably lead to customers choosing to shop elsewhere and result in a loss of trade for Waitrose and other retailers.” The report added this should also be a worry for the local authority.
Existing parking demand could outstrip the capacity of the proposed car park, according to Automatic Number Plate Recognition data from January to August 2023 in the report. Peak demand would exceed capacity by around 50 spaces on a Thursday and close to 70 on a Friday.
Travel consultancy firm Mayer Brown claims the issue and stress around parking will be a short-term issue during the transition when the proposed development opens. Recommended travel plans by Surrey Highways included a 20mph new speed limit on Pleasant Place and real time passenger information on bus stops around the site to mitigate the loss of car spaces.
But Waitrose's report stated: “Significantly reducing the availability of car parking and expecting customers to change their established shopping habits in a location that is not particularly accessible by non-car modes [...] will be ineffective.”
According to Meyer Brown’s report, there is a 58.7 percent average parking stress and “significant amounts of on-street parking available”. But Waitrose claims that the report uses only Tuesday and Wednesday as an example, not taking into account Thursday and Friday, the store’s busiest days.
But a Waitrose spokesperson said it is “unrealistic” to expect reducing parking will not have a long-term impact on the operation of the store and shopping centre. They said: “Customers will change their shopping habits and choose to shop elsewhere where adequate car parking is available rather than change their travel habits.”
Waitrose accepts that the proposed parking agrees with Elmbridge Council’s standards, but that this “ignores the wider range of other town centre uses that rely on the shopping centre car park”.
Campaigners and business owners have previously spoken out about how “Hersham will die” if the development goes ahead as people will not be able to access local shops, the GP surgery or the school.
The developer claims it will work with a nearby school, Burhill School, to discuss ways of coordinating the school’s travel plans, like drop-off and pick-up, with the shopping centre’s own. But Waitrose expressed concern that there is “no guarantee” the school, which has objected to the development, will cooperate. There was also fear that the plans would be ineffective at reducing car parking demand locally.
Waitrose also appeared cautious of the impact the ongoing construction and final development will have on the store’s operation. Planning documents state the shops will have to be empty for the refurbishment of Hersham shopping centre to be carried out. The food store has said it remains "reserved" about this approach and has asked for more details on how this would work practically while protecting business.
Waitrose states there is “insufficient” information available to consider whether there would be a “detrimental impact” on both the store and the wider shopping centre from the reduction in parking. The supermarket has requested for construction and traffic management plans for when the development is being built to be made available before a decision is made. This is to gain details of how the trade of the existing store will be shielded.
Waitrose said it continues to be willing to discuss concerns with the applicant to see whether a resolution can be found if there is further evidence submitted.
Responding to the objections raised, a spokesperson from Quadrant said: "We are naturally disappointed in Waitrose's objection and remain in dialogue with them.
"If this scheme is approved, we will invest £6m in this store and the other retail units in the centre, ensuring their survival. Without this, all of the shops within the centre will not be able to be let and will have to close in 2027 as they will not meet new environmental standards."