A Project for the West Midlands
After lying undeveloped for more than 40 years, one of the region’s most challenging brownfield sites is set to become a thriving community. The Friar Park Urban Village in Wednesbury will deliver around 600 new homes, transforming land once used for industry into a vibrant, sustainable neighbourhood.
The development spans a site the size of 32 football pitches, demonstrating the scale of investment and ambition behind this project. With 25% of the homes classed as affordable, the scheme will help meet urgent housing demand while also ensuring inclusive access for local families.
Regeneration with Purpose
This initiative is about more than just bricks and mortar…it’s about rebuilding communities. The collaboration between Sandwell Council, WMCA and Keepmoat reflects a wider regional mission to create places that combine housing, green space, and social value.
Richard Parker, Mayor of the West Midlands, emphasised the project’s significance:
“Thousands of families need a safe, warm home and this site can deliver 600 of them. The appointment of Keepmoat is a real step forward…this new community will meet housing needs, create jobs and support regeneration as set out in my Growth Plan.”
Tackling Challenges and Creating Opportunities
Friar Park’s redevelopment hasn’t been easy. Its industrial past as a waste treatment plant, foundry and hospital left the land contaminated. That’s why the first phase of the project will focus on land remediation, with public consultation on the planning application set to follow.
The Environment Agency has prioritised the clean-up, ensuring the land can be safely transformed into a new community asset. This regeneration will create opportunities for housing growth and also provide green infrastructure and improved quality of life for Sandwell residents.
The Impact of Partnership
Keepmoat, recently awarded 5-star builder status by the National Home Builders Federation, is no stranger to delivering on complex brownfield sites. With almost 70% of its developments built on brownfield land, the company has a proven track record in turning neglected sites into thriving neighbourhoods.
Charlotte Goode, Divisional Chair at Keepmoat, said:
“As brownfield specialists, we’re committed to transforming lives. Friar Park will champion affordability, accessibility, green space, and connectivity…creating a community that people are proud to call home.”
Why This Matters for the Region
The West Midlands faces a housing shortfall of over 40,000 homes by 2031 (Lichfields, 2023). Projects like Friar Park are essential not just to meet housing targets but to build inclusive, sustainable communities that support wellbeing and economic growth.
For Sandwell, this project brings:
- 600 much-needed homes, with a quarter affordable.
- New jobs and skills opportunities through construction and long-term community development.
- Revitalised green spaces to improve quality of life.
- Infrastructure investment that strengthens the borough’s future.
Cllr Peter Hughes, Sandwell Council’s Cabinet Member for Regeneration and Infrastructure, summed it up:
“This project will be genuinely collaborative. We want to deliver a site that is a real asset to the Borough and something which improves quality of life.”
Looking Ahead
The Friar Park Urban Village is more than a regeneration project…it’s a blueprint for how brownfield land can be reclaimed for people and planet. By combining affordable housing, sustainable design and cross-sector collaboration, the scheme will play a important role in creating the future of the West Midlands.
At iSE, we believe regeneration should always put people and community at the heart of development. Projects like this highlight the potential for housing growth to go hand in hand with social value, sustainability and long-term impact.