The new estate will provide 104 new affordable homes for the area, 84 of which will be for social rent
The former Johnson Service Group / Johnson Cleaners headquarters (Image: Liverpool ECHO)
A Bootle landmark, known as part of Merseyside’s industrial heritage, has now been completely transformed, as work to build 104 new affordable homes nears completion, providing a much-needed boost to the area’ social housing options.
The site off Stanley Road has a long history, and is best-known as the headquarters for the Johnson’s HQ, formerly one of the largest dyeing and dry-cleaning operations in the world. It was built close to Liverpool docks to clean the huge drapes from the first-class lounges of the city’s transatlantic liners.
Johnson Brothers began in Liverpool in 1817 as a silk-dyeing business, and its headquarters on Mildmay Road opened in 1910, but in 2017 parent company Johnson Service Group (JSG) sold its dry-cleaning arm to Wythenshawe-based shoe repair chain Timpson, for £8.25m.
The site was purchased by Ascot in 2017, following remediation of the land in 2007, and was subject to a planning application, later approved and ratified by Sefton Council.
A Plus Dane housing development on the site of the former Johnsons the Cleaners headquarters in Bootle(Image: Liverpool Echo)
In August 2024, Plus Dane announced it had acquired the five acre site off Stanley Road, to build a mix of family homes and apartments in a £22m scheme. Work began soon afterwards on demolishing the old building on the site, and progressing the first phase of 67 homes, with 104 homes to be built in total.
Asked about the 2024 sale, an Ascot Group spokesperson said at the time: “This is a substantial deal for Bootle and Plus Dane’s plans will add real value to the neighbourhood.
“Over the past few years we have been involved in a number of multi-million pound social housing developments across Cheshire and Merseyside and we’re pleased to have facilitated this latest deal.”
Plus Dane broke ground on the site in December 2024, with Mayor Steve Rotheram saying at the time how special the project was and the positive impact it will have in Bootle.
Demolition of the former site of Johnsons the Cleaners in Bootle(Image: Colin Lane/Liverpool Echo)
Mayor Rotheram added: “By providing a mixture of homes, including family houses and shared ownership apartments, we’re creating opportunities for local families to thrive. This is about more than just bricks and mortar though, it’s about building strong, vibrant communities where everyone has the chance to put down roots.
“I’m proud to see our commitment to building more homes in action, and I look forward to watching this project take shape as we continue to invest in the future of the region.”
The site is acknowledged as part of the industrial heritage of Merseyside, whilst the building’s architecture was notable for its mid-20th century factory aesthetic, with minor Art Deco touches.
In terms of Sefton Council’s subsequent approval of demolition works at the site, the applicant’s heritage statement said the sole surviving structure had been dislocated from the wider complex, which had already been torn down.
The statement added: “[The sole building’s] own interest has been compromised by loss of a large portion of the 1930s section along with dereliction. As an undesignated, altered building, the physical significance of the surviving structure is therefore low.”
The former Johnson Service Group / Johnson Cleaners headquarters in Mildmay Road, Bootle, Liverpool(Image: Liverpool ECHO)
The estate will provide 104 new affordable homes for the area, 84 of which will be for social rent and 20 of the homes will be marketed be shared ownership.
This mix of options aligns with Sefton Council’s housing strategy for the borough, which aims to significantly increase affordable housing stock, upgrade current housing stock and prioritise developments which provide quality new housing stock.
Plus Dane say they are delivering a project which will provide not only a welcome housing boost to south Sefton, but are creating a vibrant and sustainable community in the heart of Bootle.
Ian Reed, Chief Executive of Plus Dane, said: “The Johnsons site is a really important and exciting development for us, for Bootle and for the city region. Our partner United Living is building more than 100 much needed homes for us, which we know are in high demand in the area.
A Plus Dane housing development on the site of the former Johnsons the Cleaners headquarters in Bootle(Image: Liverpool Echo)
“There have been some challenges on the site, which is not unusual for a development of this size, resulting in delays at the beginning of works, particularly with the demolition of the old Johnsons building, but we are starting to see real progress now, with the first homes topped out and the development taking shape.
“There will be 104 homes on the site in total, 20 shared ownership homes, and 84 homes for social rent, which will become available on Property Pool Plus, and we hope to see the first of these complete from late summer.”