The Willows scheme, designed by On Architecture, will provide 42 houses, consisting of a mixture of semi-detached and detached family accommodation, as well as 12 apartments.
It is adjacent to a much larger housing development, The Grasmere Gardens, that forms part of the area’s housing master plan.
This project, just south of the John Wilson Business Park, received planning approval for 300 homes in late 2019.
The Willows is the second scheme announced by Southern Grove this year, after the company revealed plans to create a £7m development of mews houses on Powys Lane in Enfield, north London, at the start of the month.
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Tom Slingsby, CEO at Southern Grove, said: “With wonderful surroundings and less than an hour and half from London Victoria, this is exactly the kind of location that will benefit from a rise in demand for larger homes outside of London.
“Covid-19 has already been credited with fundamentally altering buyers’ working lifestyles and their property priorities.
“These shifts will have the power to improve local economies across the Home Counties.”
He added that areas like this would need to keep up with demand in order to moderate house prices increases.
“Planning departments are going to be keeping an eagle eye on the quality, as well as the numbers of new homes.
“We’re confident that The Willows will set a high bar for others to follow in terms of design and we look forward to bringing this opportunity forward.”