Published: Friday, 14th February 2025
A specialist regeneration and development partnership is set to deliver the multi-million-pound Etruscan Square project.
Stoke-on-Trent City Council has granted preferred bidder status to Genr8 Kajima Regeneration Limited (GKRL) for the multi-million-pound project that will help transform the city centre.
GKRL intend to work with partners to deliver a range of residential tenures across Etruscan Square and other development sites across the city – including PfP Igloo, who GKRL are working in joint venture with elsewhere in the UK.
Once the formal selection process is complete, they will move forward with plans, which include a mix of high quality, affordable residential housing as well as leisure and commercial opportunities to bring new business and people into the city centre.
The intention is to be on site carrying out surveys and investigations later this year. This will enable the preparation of the site for development in 2026, with construction activity to deliver new homes targeted to commence in 2027.
The plans for Etruscan square key into the wider city centre masterplan, which will see the rejuvenation of Hanley as a place to live, work, shop and visit based on extensive consultation with residents, businesses, shoppers and visitors.
Moving forward, the proposed partnership could potentially support the development of further council owned sites across the city, including three key residential sites – at Pyenest Street, Shelton; North Shelton and Bucknall New Road.
Etruscan Square is one of the Midlands’ largest cleared city centre regeneration sites spanning around seven acres.
The development site, which is supported by £20 million of Government funding, was once home to the old bus station and former East-West Precinct and lies adjacent to the city’s principal retail centre, next to Hanley Bus Station and near to Smithfield and the Potteries Museum & Art Gallery.
GKRL – which is an established Joint Venture between Genr8 Developments LLP and Kajima Partnerships LLP – has developed a significant track record over the last 10 years in delivering mixed-use regeneration schemes in the UK. These include the transformational Rochdale Riverside mixed-use development, which delivered a new retail, leisure and residential destination.
The GKRL partners also have existing established relationships with Stoke-on-Trent City Council, local residents and businesses through Genr8’s ongoing delivery of the city centre Smithfield development and Kajima’s delivery of the £60m Stoke Extra Care scheme, a collection of flexible and future-proofed retirement villages.
Councillor Finlay Gordon-McCusker – Cabinet Member for Transport, Infrastructure and Regeneration at Stoke-on-Trent City Council – said: “Etruscan Square is one of the most significant regeneration sites in our city, and for far too long, people have been promised action but have seen little progress. That is going to change.
“Having grown up and lived here all my life, I know how frustrating it is to see empty sites holding back investment, jobs, and opportunity. It’s a waste, and it’s stopping our city from reaching its full potential. My absolute priority is to put that right—to bring these spaces back into use, to create a thriving city centre, and to keep our promise to regenerate our city.
“This partnership is a vote of confidence in Stoke-on-Trent’s future. We are working with a developer that has a strong track record of delivering, and together, we will make real progress—delivering high-quality, affordable homes and new opportunities for businesses and residents.
“This is how we will rebuild our city and restore trust in regeneration: a clear plan, the right partners, and a firm commitment to delivery. No more false dawns—just real, tangible progress for Stoke-on-Trent.”
Richard Ingham, Director at Genr8 Kajima Regeneration Limited, said: “Etruscan Square presents a unique opportunity to revitalise the city centre through a high quality, residential led mixed-use development.
“Our track record in delivering large-scale regeneration schemes across the UK is driven by our tenacity and passion for creating transformational, aspirational and sustainable environments where communities can thrive.
“We look forward to collaborating closely with the Council, and to delivering long-term economic and social value to local residents and businesses.”
