Paint the town pink! Atherstone florist's planning application approved

Atherstone's high street is set to remain full of colour after a planning application that will see a local florist retain its black and cerise paintwork was unanimously approved.

The planning committee of North Warwickshire Borough Council voted overwhelmingly in favour of the application by 'Flowers By Chris' at last night's (April 12) meeting, with no councillors opposing the proposals, and only one abstention.

The retrospective application was for a fascia advertisement, and internal and external painting of the florists' premises at 65-67 Long Street.

Flowers by Chris, which has been run from 42 Long Street since 2016, has been instantly recognisable in the town for its black and cerise paintwork, which was continued across the to the business' new, bigger premises.

With over 300 supportive comments on the application, Atherstone Town Council was one of four individuals or bodies to raise objections to the proposals.

Whilst the Heritage Officer raised no objections, Atherstone Town Council had expressed "concern about the number of changes being made to premises along Long Street in advance of the appropriate permissions and that many of these changes are not in keeping with the heritage character of the town centre."

However, speaking at last night's meeting Cllr Margaret Bell (Cons, Hartshill) said: "Normally I would be really sensitive to anything that I thought was damaging to the heritage of Atherstone, but in this case I do agree…this does little to know harm with this particular colour scheme.

"The fact that it has got a black background I think helps it to blend in really well with the street and I think we need to recognise that the rest of the brand is really well known and we should be supporting a local business and helping them to succeed."

Cllr Neil Dirveiks (Lab, Atherstone Central) added: "This is a case where an applicant has worked hard with the council to preserve the ethos of the high street and to retain his business' colours and I think that I think he should be commended for that effort.

"We need to send a message to people that they do need to come and speak to us about what is and what isn't acceptable for the front of their shops."

Speaking at the meeting in defence of his business, owner Christopher Smith said: "The brand and colour scheme was black, cerise and lilac, and there has never been a problem with that before. Over the past five years the brand has grown into a successful and thriving business and we are really well known in Atherstone as well as Nuneaton and Tamworth.

"We needed to move into a bigger premises because we don't only do flowers now we also do a huge giftware range for the business. So the paintwork we decided to do is a reflection of our brand, it is a reflection of a brand that I have worked with every day and night; I have worked tireless hours building this brand up and that is what the reputation of the brand is made up on."