How Lidl’s new Hereford store will look

Lidl has said more about how its controversial new Hereford supermarket will look, after a bid to increase its size was approved.

The discount retailer has now issued an application (number 243088) to gain approval for new signs at the former Three Counties Hotel site, now levelled, off the A465 Belmont Road southwest of the city.

These include a “flagpole” sign at the road entrance, two canopy-mounted entrance signs, two large and one small wall-mounted billboards and an illuminated poster unit on the new building.

“This package of signs is now the standard one that you will see at almost all Lidl stores across the UK, so we trust that you will find it non-contentious,” an accompanying letter from Lidl’s agent says.

Lidl’s separate planning application to vary the original planning consent for the new store, increasing its size “in order to reflect its updated store format”, was approved shortly before Christmas.

The plan drew five objections including from Belmont Rural Parish Council, on top of the over 200 prompted by the original application, approved by councillors last March.

Hereford resident Jeremy Milln said the now longer stretch visible from the road, comprising “a most unattractive industrial aesthetic of metallic cladding panels”, would “further degrade the streetscape”.

And nearby resident Darrel King said increasing the size of the store “would have further negative repercussions for city centre trading, already in a poor state”.

But planning officer Heather Carlisle found no policy conflict with the proposed “minor” increase in floor space, which she considered would have a “low” impact on other city shops.

The original and amended approvals impose 34 conditions on Lidl, covering building materials, drainage, waste collection, external lighting, landscaping, inclusion of electric vehicle charging and cycle parking, and the completion of a travel plan.

Also it can only open to the public between 8am and 10pm (10am to 4pm Sundays), with deliveries limited to 7am to 10am, and during shop hours on Sundays.

Construction work is expected to begin shortly.