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Land & New Homes

Spicerhaart and Savills jointly win contract to sell 785 apartment development

Luton development on site of former van plant is to transform the area, it is claimed, and will be completed by 2021.

The Negotiator

Spicerhaart and Savills have jointly won a huge contract to handle the Phase 1 sales of LU2ON, an integrated mixed-use development by Strawberry Star Homes (SSH), part of a major regeneration project in Luton.

The LU2ON scheme, which will eventually include 785 apartments, is on a former Vauxhall factory site near Luton Airport and will help transform the town into a new destination for home movers and investors, it is claimed.

The site, with a hotel, a gym, restaurants and bars, is being developed by SSH, a division of Strawberry Star, which has jointly appointed Spicerhaart’s Land and New Homes division and Savills to market the development. The scale model of the £240 million project will be housed at Spicerhaart’s Luton branch.

Timothy Wardley, Managing Director for the Land and New Homes division, said, “The entire town will benefit from this scheme. The new Enterprise Zone, football stadium, Monorail from the parkway station to the Airport and the regeneration of the town itself will piggyback onto this scheme – the whole town will be transformed.”

The first phase launched in November 2018 with completion scheduled for 2021.

“We are privileged to be chosen to jointly partner one of the most important schemes outside of London and a first for Luton,” says Wardley.

“Spicerhaart was chosen in a very competitive process, proving that our Land and New Homes division has one of the most compelling marketing capabilities with state of the art marketing technology for new homes and a focused, dedicated team which really understands what makes a development successful and knows local markets inside out.”

Matt Leitch, Sales Director, Strawberry Star, said, “Luton has a younger population than the national average, it’s a hotbed for entrepreneurs and business start-ups. We expect LU2ON to appeal to this demographic.”

Last year Spicerhaart invested in new social media technology called FLINK, which cleverly targets prospective buyers via channels such as Facebook and Instagram and shows them properties most suited to their needs, even if they weren’t actively looking. This works extremely well with new homes and adds value to Spicerhaart’s offering to developers.

February 21, 2019

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