Real estate arm of industrial group teams up with national housebuilder to deliver brownfield transformation

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 four-bedroom homes.

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 fruition.

“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.