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Disposal to Next Plc at Brookfields Park, Rotherham


Rob Whatmuff

Representing Brookfields Park Development Partners LLP, a joint venture between St Paul’s Developments Plc and Tritax Assets Ltd, we have advised on one of Europe’s largest distribution pre-lettings to Next Plc, in a deal totalling 1.1m sq ft.

Distinctive marketing platform to market site

Brookfields Park is an 80 acre development site close to Rotherham, Yorkshire. We acted as letting agents on the site, and have been instrumental in promoting the Industrial Park from a very distinctive marketing platform.

We coordinated an innovative marketing campaign based on a fairly radical pink “rubberised” marketing theme. It helped establish an identity for the scheme, which at our appointment, was not considered to be in a desirable distribution location.

Addressed location issues

Next Plc had concerns regarding the location, and wanted to drop Brookfields Park from its list of opportunities on two separate occasions. Working closely with Next, we assembled travel time data and presented this to the client. It overcame the objection and Brookfields was reinstated on the short list of opportunities at the very last minute.

Guaranteed labour supply

In the final stage of the decision making process, Next again threatened to reject Brookfields Park on the grounds of Labour supply. We knew that Next’s call centre operation close to Brookfields Park had struggled to recruit. By obtaining testimonials from other local companies and liaising with Rotherham Investment and Development Office (RIDO), we successfully addressed Next’s final concerns.

Enterprise Zone Trust Investors

The disposal went ahead, but only after we provided considerable property market input to the Enterprise Zone Trust Investors, who funded the scheme.

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