The new owners of a popular shopping centre were among the business leaders at a meeting to discuss future plans for a Black Country town.
Ellandi took over Merry Hill after their previous owners, Intu, went into administration last year.
The company recently announced plans for a £50m investment at the site, which will see new shops, restaurants and entertainment arrive at the Brierley Hill shopping centre.
The leader of Dudley Council met with local businesses today (August 31) for a walkabout discussion of future plans.
Councillor Patrick Harley promised that the leisure and retail complex would receive support from the council. He also looked at potential links from the High Street to Merry Hill.
Councillor Harley said: “We are delighted to welcome Ellandi to the borough, one of many good new stories that signal a bright new future for Brierley Hill.
“Like many retail sites, Merry Hill has been hit hard by the pandemic, but we will do all we can as a local authority to support.
“Add to that the millions of pounds pouring in as part of the Future High Streets Fund and the future looks very positive for Brierley Hill.”
Mark Robinson, founder of Ellandi and chairman of the government’s High Street taskforce, added: “There are a lot of exciting opportunities in Brierley Hill and I am really encouraged by the vision and the enthusiasm of the council and the community.
“We have to look at every opportunity we can to work together and bring about improvements to the whole of Brierley Hill.”
At the start of the year, the government announced almost £10million would be heading to Brierley Hill as part of the Future High Streets Fund.
The bid, which was headed up by Dudley Council, was one of just 15 in the country to be approved in full.
Key to the transformation will be works to the High Street to improve connectivity and integration with the new Metro terminus linking Brierley Hill to Wednesbury.
In 2020, the government agreed £1.8m from its Heritage Action Zone programme to help regenerate historic buildings and engage local communities through art and cultural projects.
Community groups have been highlighted as key to the future of the town.
Tim Sunter, chairman of the Brierley Hill community forum, said: “Brierley Hill High Street faces significant challenges.
“Community run activities such as Brierley Hill in Bloom, litter picks and Heritage Open Days demonstrate the passion and commitment of local residents and stakeholders to the town.
“There is now an opportunity to work with the local authority and other partners to see some real improvements.”
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