Fresh Hope for Long-vacant West Ealing Woolworths Site
New owner gets funding to advance co-living scheme
A visualisation of the building viewed from Singapore Road. Picture: Assael Architecture
May 27, 2026
Hopes have been raised that work may finally begin on the long-derelict former Woolworths site in West Ealing after the approved £90 million co-living development was sold to a new owner with funding in place to push the project forward.
Prime Phenix, a property developer with other schemes in Acton and Slough, has acquired the 0.5-acre site at 96–102 The Broadway from Luxgrove Capital Partners. It is understood that funding is in place to allow construction work to begin on the site. The prominent plot, bounded by Singapore Road and The Broadway, has stood empty since the four-storey Woolworths building—constructed in 1926 and a fixture of the high street until the chain’s collapse in 2008—was demolished in 2019.
The site already benefits from detailed planning permission for a 268-bedroom co-living development with extensive shared amenity space, commercial units and a roof terrace. Councillors unanimously approved the nine-storey apart-hotel scheme last August, praising its architectural response to the former art-deco façade and its potential to bring new life to a long-blighted stretch of Uxbridge Road.
Despite the approval, no construction activity has taken place since, fuelling frustration among residents who have watched the site remain fenced-off and dormant. The sale to Prime Phenix, however, could mark a turning point.
Dr Amir Naghsh, chief executive of Prime Phenix, said construction is now expected to “commence imminently”. He described the West Ealing plot as “exactly the type of opportunity we look to acquire… a prominent and well-connected site in a highly active London location with the scale and profile to deliver a standout scheme”.
“Our integrated team enables us to take a scheme like this from acquisition through to completion with confidence,” he said. “The development represents a significant regeneration opportunity for this part of The Broadway and will deliver a high-quality project that we believe will make a lasting positive impact on the area.”
Luxgrove Capital Partners, which secured planning permission for the scheme, said the sale would help unlock long-awaited regeneration. Director William McKenna called it “a major step forward in the continued transformation of West Ealing”, adding that the development would “help attract new residents, businesses and investment into the area”.
The approved plans, designed by Assael Architecture, will deliver 268 serviced rooms. Units will include kitchenettes and access to shared lounges, co-working areas, wellness facilities and a rooftop pavilion. The ground floor will feature a café, commercial space and a sunken courtyard open to both guests and the public. The scheme replaces an earlier residential proposal deemed unviable due to regulatory and market changes. It will be car-free, with cycle parking and servicing accessed via Singapore Road.
A visualisation of the facade of the approved design at 96-102 Broadway. Picture: Assael Architecture
During consultation, residents of nearby Freedom House raised concerns about height, daylight loss, privacy and the absence of affordable housing. Supporters, however, welcomed the activation of a site that has been empty for nearly seven years.
The Council’s Regeneration Team previously estimated the development could generate £9.2 million in annual visitor spend and create 15 operational jobs. More than £329,000 in Section 106 contributions has been secured for air quality, employment and skills programmes, town centre management and police infrastructure, with a further payment to Transport for London for bus stop improvements expected.
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