A SUPERMARKET has lost its long-running battle to keep its signage after it was deemed “dominant and overpowering” by the council… and now they may have to tear it down.

Lidl put up the sign on Bridge Street in Witham after opening its first shop in the town in September 2019.

Whilst the store, at the site of the former Bramston Sports Centre, proved a hit with many in the town, its new illuminated sign has not been so popular.

A retrospective planning application to keep the sign was submitted but saw a number of objections, including from the Heart of Witham Preservation Society.

Braintree and Witham Times: The Lidl sign in Bridge Street has been described as 'excessively large'The Lidl sign in Bridge Street has been described as 'excessively large' (Image: Newsquest)

Witham Town Council has previously raised no objections to the application but changed its stance after the sign was put up.

Essex County Council's historic environment team also opposed the application.

Lidl had insisted signs are a requirement for all its stores, but the application was turned down by Braintree Council.

The decision said: “The retention of the flagpole sign, by reason of its size, appearance and materials would be a dominant and overpowering addition, detrimental to the character and appearance of the conservation area.”

Lidl launched a bid to overturn the decision last year, but the appeal has been dismissed by a planning inspector.

Braintree and Witham Times: Lidl put up the sign following the opening of its first shop in the town in September 2019Lidl put up the sign following the opening of its first shop in the town in September 2019 (Image: Newsquest)

Council planning boss Gabrielle Spray said: “We are pleased the planning inspector agreed with us in refusing advertisement consent for this particular signage, due to it having a negative effect on the local area and conflicting with policies in our Local Plan, where we’ve stated we will resist any dominant and overpowering advertising signs in conservation areas which appear unnecessary and repetitive."

Lidl will now have to reapply for planning permission or remove the sign.

If the company fails to do so it could face enforcement action from Braintree Council.

Ms Spray added: “Our planning enforcement team will work with Lidl to remedy the breach of advertising and will consider formal enforcement action should it be deemed justified and necessary.”