Croydon’s Westfield development is definitely happening, the developer now in charge of the project says, but it’s going to be very different from the major retail hub that was first pitched.

While a major shopping centre like those in White City and Stratford isn’t now the plan for the Whitgift Centre site in Croydon, the latest iteration of the scheme does still include retail mixed with more housing than before.

The line ‘when is Westfield coming?’ has become a common refrain for Croydonians over the past decade.

In 2012, the retail giant stepped forward with plans for a mixed-use development in the town centre, combining retail, hospitality, and some residential spaces.

The project was initially slated for completion by 2017, but years of delay meant this deadline had passed without even a single brick being laid.

Meanwhile, many residents began giving up hope that the town would have its retail megacomplex to rival White City and Stratford.

However, since Unibail-Rodamco-Westfield (URW) took control of the project from joint venture partner Hammerson last year, residents have a new reason to be hopeful about the long-awaited plans.

URW are now out to convince residents that the plans will finally be delivered, albeit not any time soon.

Tim Hurstwyn, Development Director at URW, told the Local Democracy Reporting Service (LDRS): “We are different from the Westfield of old. We are here, and we are going to deliver.”

Hurstwyn added that, unlike the old Westfield plans which mainly focused on retail, these new plans would be ‘mixed-used’ and flexible. Hustwyn said: “If the last few things have taught us anything, it is that building for a particular use is short-sighted.”

He confirmed that construction is expected to start in 2028 but prefaced it by saying that they are being realistic with their timetables and that ‘it would take time’.

Here’s what we learned about the plans:

What will happen to the Whitgift Centre?
It’s fair to say that Croydon’s iconic Whitgift Centre has had a tough time of late. A drop in footfall and the ever-present leak in the ceiling, which has left drip catchers dotted across its floors, have led many to believe that the centre’s best days are long behind it.

However, under URW’s plans, the Whitgift Centre would be transformed into a mixed-use space ’emphasising community and accessibility’. The current centre would be split into two areas: Whitgift North and South.

Whitgift North would have housing and other community-use spaces, which URW has said could be used for anything from medical units to education providers depending on the local need. These would be accompanied by a public square, a linear park, flexible workspaces, and retail units.

Whitgift South would remain primarily a retail-focused area but would also include room for car parking, some houses, and a public area called Anchor Square. The south side would also go back to the listed Whitgift Almshouses and Electric House, which are URW’s primary heritage concerns.

According to the URW, the basement under the Whitgift remains a huge challenge which must be overcome before any work begins on the site. The basement, which currently acts as a car park and load-in, will be the subject of many piecemeal planning applications shortly.

URW said this basement was a ‘legacy of various building structures of different ages’ and added: “The Masterplan Framework recognises these complexities and aims to create a more user-friendly environment.”

What about Centrale?
The Whitgift’s newer sibling, Centrale, sits on the other side of North End and also forms part of URW’s redevelopment site. Centrale is a more modern site, opening in 2004 compared to the Whitgift in 1970, so URW is currently planning less intensive works on it.

They confirmed that it will remain largely untouched as a retail-first area but could also have some new spaces for leisure and community use.

What about parking?
Large-scale parking provision is becoming a rarity across the capital as new developers attempt to build in line with Sadiq Khan’s plans to improve sustainable travel across London. This has also been the case in Croydon, where the local plan mirrors the Mayor’s plans to reduce parking spaces and encourage greener forms of transport.

URW has included some parking space in its pre-masterplan. While an official number of spaces has yet to be announced, parking is expected to be relatively limited.

Whilst disabled parking spaces will be provided, URW wants to encourage most visitors to access the site via greener forms of transport. As a result, cycle parking will be provided, and paths through Wellesley Road and North End are expected to be improved by Croydon’s £18.5m investment into town centre accessibility following last year’s successful levelling up funding bid.

How will accessibility be improved?
Accessibility appears to be a big focus for URW, with one of their key aims being to join up North End with the Wellesley Road thoroughfare. As a result, they have committed to providing several key route improvements. These include:

A 24-hour public route connecting Lansdowne Road to Drummond Road via North End. They hope this will better connect the Old Town, North End and East Croydon Station.
Enhanced routes between Poplar Walk and a new east-west route from Wellesley Road near Sydenham Road to North End.
Potential improved connections between George Street, Dingwall Avenue, North End and a new east-west route.
What about the Allders building?
Allders was once the department store of choice for many across London. However, since closing its doors in 2021, the famous store has languished behind colourful Croydon Council hoardings.

However, good news arrived earlier this year when Croydon Council announced that URW had been granted permission to build seven temporary retail units along the North End frontage of the building. The units, comprising five shops catering to local businesses and two food and drink spaces, are intended to put the site to use after years in the wilderness. URW told the LDRS that these new units will only be temporary and are intended to demonstrate that ‘work is being done’.

What we don’t yet know
The Masterplan Framework and eventual planning applications that will follow in the coming years are expected to provide much more detail about many aspects of the plan. Currently, no indication has been given as to how tall the planned development will be.

URW acknowledged that the height of buildings varies greatly across different parts of the site and that this general height would guide their planning. However, one URW representative told the LRDS that the plans are not expected to reach the heights of the skyscraper buildings around East Croydon station.

URW has said there will be homes across a range of different tenures encompassing market sale, build-to-rent, student, co-living, and supported housing. However, it is so far unclear how many homes will be delivered and what percentage will be allocated as affordable.

Potential timeline
While URW has set a potential start date for construction in 2028, it has said the planning process will take time. It hopes that its plans will be supported by the council, so they can move forward to submitting their first planning applications next year. While completion is not expected until the 2030s, Hurstwyn insisted that while the process would be long, URW would remain transparent throughout.

How can I get involved?
URW, alongside Croydon Council, is currently running a public consultation in an attempt to gauge public opinion on its Masterplan Framework. While the public Urban Room space has now closed, residents are still encouraged to provide their feedback via an online survey until Friday, November 29.

URW is also recruiting 16 to 25-year-olds for its NextGen design Panel. This group will collaborate with the design team through hands-on workshops and ensure the views of young people are reflected in the plans.

Scott Parsons, Chief Operating Officer at URW said: “Our vision for the North End Quarter will drive major positive change, establishing a thriving heart of Croydon that is inclusive and welcoming for all. We know there is a strong desire from residents, businesses and stakeholders to see progress in the town and our goal is to harness Croydon’s creativity, youth and connectivity to develop a scheme that leverages its strengths with a diverse economy across retail, finance, community and the arts.

“The Masterplan Framework consultation launched [last week] is a tool for discussion and consensus. It’s a roadmap for change, addressing the challenges of the past and embracing the opportunities of the future. We welcome feedback from the community and stakeholders on the vision unveiled, and will continue to evolve our plans for Croydon in partnership with the people who live and work here.”

Mayor of Croydon, Jason Perry, said: “The regeneration of Croydon town centre remains a top priority, and we have been working closely with URW so that our vision for the future of Croydon is aligned with the plans they are consulting on. We welcome this important next step in the preparation of their masterplan for the North End area – to create a vibrant place for people to live, work and visit.”