Aldi Proposal for Alcester Dealership

Broad Lane Leisure (Alcester) - Aldi Statement

Next year is a landmark anniversary for Broad Lane as we celebrate 50 years as a family business. The past thirty of which, we have been retailing out of our Alcester showroom.

Another landmark moment, is that our Kings Coughton site, may well be changing its use! There has been speculation so we are writing to provide an insight into exactly what ‘is’ going on.

Four years ago, Aldi asked us to sell our land at Alcester. For us a family, we gave it great consideration, yet, we decided the time was not quite right. Twelve months ago, we signed an Option Agreement allowing them to apply for planning permission to build a new store on our site. Subject to approval, they would then have the option to buy. As you will understand legal agreement meant we could not discuss the details, so we have remained silent.

Aldi's plans to develop the site is now in the public domain. If they succeed with planning permission and go-ahead with the purchase, we will continue to operate from where we are for a period of at least six months, well into 2021, before relocating, which is likely to be twelve months plus, from now.

Whilst the land is being sold, the family business is not, and Broad Lane Leisure will continue.

Our industry has been changing for some time and opportunities are being created. Our job right now, is to pursue the very best and exciting elements of what we do, and to do them even better! With the right people and products, along with a great level of service and aftercare, the future is very bright for the staycation-based holidays. We are yet to understand the impact of Covid-19, although we are keen to make the very most of the industry that we are a respected part of.

As we await the outcome of the planning application, we will review the timings of our next steps. Meanwhile, we will continue to plan where and how we move the Alcester operation. We will continue to operate in the area although we will be unable to commit until Aldi exercises its option to go ahead.

We remain extremely positive and welcome the future with optimism, enthusiasm and excitement. Be assured we value our team and the opportunities that they bring to the success of our future, and we are all ready to embrace the ‘new’ norm!

Due to the lockdown we are unable to engage directly to answer every question, however, we will endeavour to do so as and when restrictions and time permits. Emails may be directed to Broad Lane at [email protected]

To view Aldi’s virtual exhibition

Stay safe and we look forward to seeing you soon.

Darren and Steve Brown

Joint Managing Director

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