One of the UK’s leading housebuilders, Redrow, has pledged to return to building traditional homes including garages and gardens rather than what it refers to as ‘the Stalingrad-style apartments’ that have sprung up in recent years. The company has said that it plans to focus on building properties that have simple, decent and functional design, saying that people want a return to such housing.

Redrow has recently launched its  new range of homes called ‘Heritage’-based on the early 1900s arts and crafts movement.  Top Redrow executives came to the conclusion that people had ceased purchasing newly-built homes, and they felt that action was necessary. There was a genuine feeling that home-buyers desired a return to more traditional housing values. The company has also been somewhat dismayed at the insistence of planning regulators of encouraging apartment developments.

Redrow’s Heritage Collection showcases 34 different home designs, all featuring traditional exterior features like garages and gardens. Company bosses have said that they fully anticipate the new collection, featuring period-style properties, to account for some 80% of the company’s output within the next two years.

Redrow’s desire to instigate the new collection rapidly has been curtailed due to a land shortage as well as the lack of offerings in the mortgage market. These factors, along with planning policy, are halting construction as well as turning away possible purchasers. The planning process in particular has been slammed for its lengthy red-tape approach as well as contributing to the UK’s lack of housing stock. 

At the apex of the last housing boom Redrow was outputting some 5,000 homes, as compared to only 2,100 last year.  Its new plans include opening ten new show complexes by May 2010, with prices ranging from £110,000 to 600,000. It is hoped that this will significantly increase the average selling price of the group. The group forecasts that, although the upcoming year is likely to be a tough one for the housing market and the house building industry, a double-dip recession is unlikely in the UK. This will hopefully encourage many more first time buyers to invest in the new home style as well as help ensure good fixed rate mortgage offerings into the coming months.