Kenilworth Road is still the best location for a new Aldi store in Balsall Common, a new report into the planning application has claimed.

The discount retailer is still waiting for Solihull Metropolitan Borough Council to make a decision on its application for the new supermarket, having first put forward the plans in December 2021.

While a decision is expected later this year, Aldi has submitted an updated assessment of the retail scene in Balsall Common.

"It remains the case that there are no more centrally, or better, located sites that are suitable and available to accommodate the development that is proposed, adopting a flexible approach," the report from Avison Young said.

Researchers headed to the village on Friday 10 May from mid-morning through to lunchtime to assess traffic, parking, the number of shoppers, as well as to look at possible other locations for the new supermarket.

"Overall, we consider that Balsall Common is a healthy local centre which comprises a range and mix of uses and a range of independent and multiple occupiers that is consistent with its role and function in the network of centres," the report continued. 

"Moreover, judging by our survey in May 2024, and with reference to time-series imagery available on Google Maps, we conclude that it is stable in its role."

The report also claims the village is in need of a much bigger supermarket than the existing Co-op and Little Waitrose.

Competitor Lidl has applied to build its own store on the opposite side of the road to Aldi, with its application also still yet to be determined.

The report explained: "It remains the case that there is a lack of main food shopping in the catchment area leading to a leakage of expenditure that the proposed foodstore would help to address. 

"The proposal is likely to draw a higher proportion of its convenience goods turnover from directly competing stores, notably from the Aldi store at Shultern Lane in Coventry (which attracts a significant amount of trade from Balsall Common residents) as well as Sainsbury's at Fletchamstead Highway, Tesco at Cannon Park, and Waitrose in Kenilworth. 

"The Co-op in Balsall Common, which represents the largest top-up shopping facility for local residents, will also experience trade diversion to the new Aldi store. 

"Smaller top-up facilities, such as the convenience stores within Balsall Common local centre will experience lower levels of trade diversion. 

"For all the above reasons, however, we would not expect those impacts to vary materially from those anticipated in December 2021, and would not expect any materially different impact on Balsall Common Local Centre."

Earlier this year Cllr Richard Drake took to social media to tell locals a meeting had been held with Berkswell and Balsall Parish councillors and the Aldi property director.

"They indicated that if they do get permission in September then it is likely that a new store would be completed in 2025," he said.

See the full planning application here.