Plans for a new Lidl budget supermarket store in Pembroke Dock, replacing its outdated ‘first generation’ store, have been submitted.

In an application to Pembrokeshire County Council, Lidl GB Ltd, through agent CarneySweeney, seeks permission for the retail foodstore and associated works on previously developed land at London Road.

A supporting statement says the proposal for the 2,184 sqm store, with 120 parking spaces, would employ 40 full-time staff, replacing its existing store at the town’s Pier Road.

“The existing store is one of Lidl’s first-generation stores, and the site and store are small and constrained,” it says, adding: “Owing to Lidl’s growing popularity, the existing store fails to deliver Lidl’s modern day operational requirements, for customers and staff, both in terms of floorspace, internal operations and car parking provision.

“This planning application seek permission for a new store off London Road to enhance Lidl’s presence and customer offer within Pembroke Dock.”

“When considering ‘need’ it is crucial to note in this instance that the proposal does not propose an entirely new operator and store but seeks to deliver an improved local store for an existing operator in Pembroke Dock; one which is long-standing and already well-established within the locality.

“The existing store has been trading for many years; it is a small, first-generation store, but popular and heavily relied upon by the local community. The fact that Lidl is taking the significant commercial investment decision to deliver an improved premises and wider site is, itself, a very strong indication itself of a) the strength of the existing customer base; b) the importance of the store in meeting local needs; and c) the pressing need for enhanced premises.”

Referring to the Pier Road store, it says: “The operational and customer requirements were very different then than they are today. Lidl (and the store’s) growing popularity since first opening means the store as currently sized and arranged is no longer fit for purpose; it is no longer able to accommodate Lidl’s operational format which has evolved over the years as the company’s popularity has grown.”

It finished: “Obtaining planning consent will ensure that Lidl continues to be able to suitably serve local needs from what is a well-established existing retail destination. The enhanced store will help improve store operations. Overall, an improved customer experience will be achieved.”

The application will be considered by county planners at a later date.