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Waitrose effect boosts homebuying in Brighton & Hove

23rd November 2014 Print

Housebuilder Bellway Homes has noticed an uplift in interest in recent months at its Moderno development close to Hove’s new Waitrose. The so-called ‘Waitrose effect’ is reported to have a positive impact on property prices and also confirms the desirability of an area. Brighton & Hove has long been a desirable place to live but the opening of the new Waitrose store in Hove earlier this year bestowed that extra a seal of approval on its local area, which is in turn attracting new homebuyers.

Research by Savills into the Waitrose Effect found that house prices in areas where there was a store were typically 25 per cent higher than the county average. While Waitrose can be a catalyst for gentrification the chain is focused on opening stores in areas that are already attractive and sought after, so opening in Hove was a natural fit. New homes developments such as Moderno are drawing families who are attracted by the area’s prestigious reputation, who also want that ideal combination of a pleasant seaside location and stylish new build property as a base to enjoy family life.

Nicky Morton, Sales Director at Bellway Homes South East comments: “It is undeniable that Waitrose is one of those brands that enhances the reputation of a place. People don’t move to an area purely because of a Waitrose, but if it’s an area they are considering, the Waitrose will provide an extra pull factor. The homes at Moderno are not only in walking distance of the Waitrose, but also the many and varied independent shops and other attractions Brighton has to offer. The proximity of the Waitrose is definitely something all of our potential buyers are interested in.”

Set in a peaceful private cul-de-sac, Moderno is a family friendly development, surrounded by landscaped grounds, quiet roads and woodland. The Waitrose on Nevill Road is just over a mile from Moderno and caters for all groceries needs. Moderno is also ideally located with easy access to the seaside, the green open spaces of the South Downs and the bright lights of central Brighton, as well as a good range of local schools nearby.

The houses at Moderno come in a choice of four stylish layouts carefully designed to meet the needs of modern family living. Accommodation is set across three spacious storeys, meaning plenty of room for all members of the family to have their own space. The spacious open plan kitchen and living areas make the most of natural light and lead out to an enclosed rear garden. The generously sized rooms on the upper levels might serve as extra living room space, bedrooms or a home office. The master bedrooms on the top floor of the three storey homes include balconies, fitted wardrobes and en suite bathrooms, creating a tranquil retreat.

Blending seamlessly with the local suburban environment, Moderno offers all the benefits of eco technology incorporating innovative green features that mean energy saving and lower utility bills for residents. Interiors are well appointed, with a high quality specification selected throughout including sleek kitchens fully equipped with integrated Zanussi or AEG appliances, some complete with granite worktops. Bathrooms feature Roca ‘Nexo’ white sanitaryware and ceramic floor tiles, while laminate flooring and carpets are fitted as standard.

It is no wonder Brighton & Hove have earned their reputation as a nice place to live. Moderno is perfectly positioned to enjoy the highlights of both. Brighton offers a fashionable and lively vibe, with a huge range of entertainment, culture, eating out and shopping, as well as its famous beach and pier. Hove is more genteel yet no less characterful with its peaceful seafront, wealth of chic gastropubs, bars, restaurants and boutiques. And for something more leisurely, the tranquility of the South Downs, an area of outstanding natural beauty and Britain’s newest national park is never far away.

Moderno is conveniently located just a short walk from Preston Park station from where Central London is just an hour away by train and direct trains to Gatwick Airport take half an hour. By road, Moderno is close to the A27, which provides convenient access along the South Coast, while the A23 towards London is less than 10 minutes away.

Homes at Moderno are currently priced from £449,995 to £614,995. Buyers can take advantage of Bellway Homes’ Express Mover and Part Exchange schemes. For further information, visit

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