A BROOKVALE shop has been was hit with further embarrassment months after being forced to change its name.

Owners of 1-2 Downsland Road had applied for permission to adapt the premises but all four requests were turned down by a planning committee at Basingstoke and Deane Borough Council.

It was hoped that permission to erect a single storey side, rear extensions and replacement shop front, display one externally illuminated fascia sign, install an ATM and also internally displace an illuminated ATM sign would be granted.

In June, The Gazette found the shop had incorrectly been operating under the Costcutter brand and it was forced to change its name.

The owners were also forced to apply for planning permission after council officers noticed major amendments were being made to the building.

Brookvale and Kings Furlong councillor Mike Westbrook hailed the council’s objections to the applications as a “good win for other shop owners who were refused permission to change their own shops”.

He said: “This 1930’s art deco design building was until this unauthorised work, well balanced and book ended with distinctive windows, and stall risers.

“This Parade is also identified in the Brookvale West Conservation Area appraisal map as being one of four key buildings, that make a significant individual contribution to Brookvale in terms of appearance, historic value and prominent position in the streetscape.

“Officers told me that it is very unusual to get the opportunity to say to somebody who is in the process of demolishing the whole front of a shop, have you got planning permission and are you aware this is a Conservation Area? The job is usually done and dusted before anyone realises what has happened.”

All four applications were denied last Wednesday night at a development control meeting as they caused harm to the character and appearance of the Conservation Area.

Despite being asked by officers not to amend the building until permission was granted, the owners proceeded to adapt the shop’s front, install an external ATM and work on the shop’s external appearance. 

Cllr Westbrook said: “Despite this intervention, within a few days a new modern frame and window was installed, closely followed by the ATM and lighting.

“I appreciate the important role local shops play within our communities, but I also believe they should be respectful of our policies.”

The Gazette attempted to contact the shop owners, but had no response to a request for comment.

Dermott Gallagher, from All Designs Matters, who helped put forward the applications on their behalf, said the owners would review the application before deciding what to do next.