Welcome… To Our Exhibition For Innox Riverside, The

INNOX RIVERSIDE 

Welcome… to our exhibition for Innox 

Riverside, the exciting transformation of 

the old Bowyers factory in Trowbridge 

Innox Riverside will be an exciting familyoriented 

leisure and retail destination, with 

great places to work, eat, relax and watch 

movies. We are proposing a multiplex cinema, 

restaurants, coffee shops, bars and a 

Morrisons foodstore. 

In addition, we will introduce a vibrant new 

civic square and provide landscaped green 

spaces, with places to sit and relax, and an 

attractive riverside walk. 

These regeneration plans are being brought to you by 

Prorsus, a privately owned property development and 

investment company based in London. Prorsus specialises 

in delivering retail and mixed-use projects in the UK. 

Please give us your views as they will help 

shape the final plans. We have provided 

feedback forms or you can visit our website 

www.innoxriverside.com 

Members of the development team are here 

to answer any questions you might have and 

listen to your feedback. 

We look forward to receiving your comments.


Our plans 

Innox Riverside will be an exciting 

new place to visit, work and enjoy. 

At over 155,000 square feet, it will 

be a significant development that 

breathes new life into the former 

Bowyers factory site and brings new 

opportunities to Trowbridge. 

Innox Riverside will generate 400 new 

jobs – a fantastic new source of local 

employment in Trowbridge. 

We are proposing a mix of family-friendly 

leisure and retail uses including: 

• A state of the art 8-screen Cineworld 

multiplex cinema with the latest digital and 

3D technology 

• At least six 100-seater family restaurants 

• Coffee shops 

• A family pub 

• A new riverside walk and landscaped 

green areas 

• An attractive civic square, defined by the 

restored listed buildings 

• A petrol filling station 

• A Morrisons foodstore


Masterplan


History & heritage 

Revitalising Trowbridge’s 

heritage 

The Innox Riverside site has been occupied 

continuously by industry since at least the 

1700s. The established name for the area 

at that time was “Innox”, a corruption of 

the Saxon term ‘Enox’ meaning a field near 

the farmstead. 

For hundreds of years the site has housed 

a wide variety of businesses – from dye 

houses to tradesmen’s workshops, a farriers 

and a pub. The original Innox Mill was a flour 

mill, but by the 1830s the majority of the 

buildings on the site were associated with 

wool manufacture. 

BEFORE 

AFTER 

Today the site is best known for its connection 

to Samuel Bowyer, who founded his first shop 

in Trowbridge in 1819. The Bowyers business 

prospered in the 20th century and became the 

largest producer of fresh sausages in the UK. 

Bowyers left Trowbridge in 2007 and since that 

time the site has become derelict. 

The long tradition of fresh food production on 

this site would be continued by Morrisons, 

who only sell 100% British fresh meat, and the 

listed buildings would be returned to active 

use. Innox Riverside is also forward-looking, 

adapting the site once more to provide the 

leisure facilities that today’s Trowbridge needs.


A deliverable mix of uses 

Trowbridge has long needed a cinema, 

high quality leisure opportunities and 

more public spaces for local people. 

Innox Riverside will deliver the leisure 

that Trowbridge needs, and create up 

to 400 new jobs. 

The scheme is already fully funded to deliver 

the following benefits: 

Cineworld cinema 

Cineworld is the UK’s largest cinema chain 

and has the lowest average ticket price of 

any of the major chains. It also has the 

widest diversity of films of any major operator. 

Founded in 1995 by its current Chief 

Executive, Cineworld is an investor in people, 

and offers great opportunities for internal 

training and development. 

Leisure 

Innox Riverside will give access to the River 

Biss and return some of the historic listed 

buildings on site to use, as restaurants, 

coffee shops and a family pub. 

A number of leading brand restaurants 

and café operators want to be part of 

Innox Riverside. 

As our plans for the site develop we will 

announce new partners. 

Foodstore 

The Morrisons foodstore enables the 

regeneration of this site and the delivery 

of the cinema and restaurants. It will also 

create around 300 new jobs and fund the 

remediation work that will be necessary 

to prepare the site for development. 

Morrisons has a unique offer among the big 

foodstores – its focus is on the weekly food 

shop. As such, less than 20% of the space in 

store is dedicated to non-food items.


Sustainability 

The site is easily 

accessible by all forms 

of transport. 

Innox Riverside will have 

excellent pedestrian and 

cycle access to the town 

centre, with the new civic 

square accessible directly 

off Stallard Street and 

Wicker Hill. 

New pedestrian and cycle 

routes will be introduced 

throughout the site; along 

the restored riverbank and 

in front of the cinema and 

restaurants. These safe and 

secure routes will link Innox 

Riverside to the town centre 

and surrounding areas. 

The site is well served by 

public transport with bus 

stops on Stallard Street 

adjacent to the railway 

station. This, together 

with the strong network of 

pedestrian routes, presents 

great potential for ‘linked 

trips’ from the site to the 

town centre. 

A full traffic assessment is 

being prepared as part of the 

planning application. This will 

assess in detail what effect 

the scheme will have on the 

local highway network. Initial 

assessments however indicate 

that much of the traffic visiting 

the site will already be on 

the local highways network. 

The proposed leisure uses 

on the site are expected to 

encourage journeys that are 

taken outside of peak hours. 

Innox Riverside will be an 

environmentally sustainable 

scheme in terms of carbon 

efficiency, ecology conservation 

and reusing existing buildings 

and materials.


Regeneration & employment 

Innox Riverside will create up to 400 

new jobs. Around 300 of these will be 

generated by the new Morrisons with 

a further 100 from the Cineworld and 

the other leisure uses. 

A wide range of jobs will be created for 

local people during the construction and 

operational stages. 

Morrisons – creating jobs, 

building careers 

Morrisons staff enjoy excellent training and 

development opportunities – over 30% of 

the company’s senior management started 

on the shop floor. 

New recruits can achieve National Vocational 

Qualification (NVQ) Level 2 Retail Skills 

qualification which is equivalent to five 

GCSEs at grade C or above – all while 

doing their day job. 

Morrisons is also the largest provider 

of apprenticeships in the UK with more 

than 12,000 apprentices being trained 

in 2011 alone. 

To ensure it is making a real difference to 

the areas in which it locates, Morrisons 

works closely with the local Jobcentre Plus to 

maximise the opportunities available to local 

people. In 2009, over 35% of people employed 

in new stores were previously unemployed. 

Cineworld 

Cineworld’s people remain central to its 

success. All employees are encouraged to 

learn within the workplace, with the company 

offering a variety of different learning initiatives 

dependent on job role. For those wishing 

to advance to the highest levels within the 

organisation, there is the ‘The Academy’, 

which gives a qualification equivalent to that of 

a master’s degree and which seeks to develop 

business leaders of the future. 

Cineworld is proud that a high proportion of 

management positions in the company are 

held by employees who started within the 

organisation at lower levels. A wide range 

of jobs would be available for local people, 

including supervisors, operational managers 

and general managers.


Our delivery timetable 

Prorsus has acted quickly to develop this 

site for Trowbridge, moving rapidly from site 

purchase, through the initial design phase to 

getting partners on board. Innox Riverside is 

fully financed and deliverable. 

Site 

purchased 

Morrisons 

committed 

Cineworld 

committed 

Plans 

produced 

Plans 

consulted 

upon 

Prorsus is in advanced discussions with a 

number of leading brand restaurants and 

cafés who want to be part of Innox Riverside. 

Our goal is to be open and trading before 

Christmas 2013. 

Planning 

Application 

submitted 

Thank you… 

for attending our exhibition 

Planning 

permission 

determined 

Construction 

starts 

You can also email us your comments at contact@innoxriverside.com, call us on 

020 7323 3544 write to us at Innox Riverside, c/o 7 Bayley Street, London, WC1B 3HB 

or visit www.innoxriverside.com 

Innox 

Riverside 

opens 

June 2011 July 2011 August 2011 September 2011 September 2011 October 2011 Spring 2012 Summer 2012 Winter 2013 

We look forward to receiving your feedback 

on our draft plans which will: 

• Create up to 400 jobs 

• Deliver an exciting 8-screen multiplex 

cinema and new leisure facilities 

for Trowbridge 

• Open up the riverside to the public 

for the first time 

• Bring the Bowyers site, with its historic 

buildings, back to life. 

Please give us your comments on the 

proposals by filling out a feedback form. 

The next stage is to consider your responses 

prior to submitting a planning application later 

this year.

Welcome… To Our Exhibition For Innox Riverside, The

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