Council leaders have chosen a developer with a familiar name for a major city centre regeneration project – which could include hundreds of homes and an 'urban sports' facility.

Genr8 Kajima Regeneration Ltd (GKRL) has been named as the preferred bidder for the Etruscan Square scheme in Hanley by Stoke-on-Trent City Council.

The city council has been working with Manchester-based Genr8 on the Smithfield development, also in Hanley, for over a decade. GKRL, which was appointed by the council following a tender process, is an established joint venture between Genr8 and Kajima Partnerships.

The company will be paid up to £755,750 to draw up a business case for the Etruscan Square development, with the funds set to be drawn from the £20 million levelling up grant allocated to the site.

GKRL's initial feasibility assessment suggested a scheme including around 400 homes, along with a 'modest' urban sports and e-sports facility.

According to a council report, the latter could be a 'vehicle for helping smaller organisations and encourage economic recovery in Hanley'. GKRL, which was one of two developers to bid for the project, is due to produce its business case by the end of July.

If it is accepted by the council a development agreement for Etruscan Square would be signed by the end of the year, enabling site preparations to take place in 2026, ahead of construction work in 2027. The council says the scheme will include a mix of high quality, affordable housing, as well as leisure and commercial space.

Cllr Finlay Gordon-McCusker, cabinet member for regeneration, said: "Etruscan Square is one of the most significant regeneration sites in our city, and for far too long, people have been promised action but have seen little progress. That is going to change.

"Having grown up and lived here all my life, I know how frustrating it is to see empty sites holding back investment, jobs, and opportunity. It's a waste, and it's stopping our city from reaching its full potential. My absolute priority is to put that right—to bring these spaces back into use, to create a thriving city centre, and to keep our promise to regenerate our city.

"This partnership is a vote of confidence in Stoke-on-Trent's future. We are working with a developer that has a strong track record of delivering, and together, we will make real progress—delivering high-quality, affordable homes and new opportunities for businesses and residents.

"This is how we will rebuild our city and restore trust in regeneration: a clear plan, the right partners, and a firm commitment to delivery. No more false dawns—just real, tangible progress for Stoke-on-Trent."

According to the council report, the viability of the proposed housing mix and the arena had become 'challenging', due to inflation and changing market conditions. (Image via LDRS)

Richard Ingham, director at Genr8 Kajima Regeneration Limited, said: "Etruscan Square presents a unique opportunity to revitalise the city centre through a high quality, residential led mixed-use development. Our track record in delivering large-scale regeneration schemes across the UK is driven by our tenacity and passion for creating transformational, aspirational and sustainable environments where communities can thrive.

"We look forward to collaborating closely with the Council, and to delivering long-term economic and social value to local residents and businesses."

Etruscan Square includes the former sites of the old Hanley bus station and the East-West Precinct. Various regeneration proposals have come forward over the years, but none have been carried out.

The council's previous Conservative administration proposed a scheme involving an indoor arena, a hotel and hundreds of new homes, and full planning permission for the first 139 residential units was granted in 2023. But later that year the council's new Labour leaders scrapped the plans saying they were unaffordable and unrealistic.

According to the council report, the viability of the proposed housing mix and the arena had become 'challenging', due to inflation and changing market conditions. The tender submissions from the two bidding developers reinforced this view, with both having 'a greater emphasis on residential development and a move away from commercial office accommodation and large leisure facilities'.

Genr8 has been the council's development partner for Smithfield since 2013. The scheme now includes two office blocks, the Clayworks apartment building and the Hilton Garden Inn hotel, along with the Smithfield multi-storey car park.

Kajima was part of the Sapphire consortium which recently delivered the £60 million PFI scheme for three extra care villages in Stoke-on-Trent.

The partnership with GKRL could eventually also involve the redevelopment of other council-owned sites in the city, including Pyenest Street in Shelton, North Shelton and Bucknall New Road.