The Warehouse Bell Block – Durable Building Blocks for Kids

The Warehouse Bell Block Opens on State Highway 3

The Warehouse Bell Block opened in November 2023, anchoring a new retail precinct on State Highway 3 in New Plymouth’s northern growth corridor. The listed retailer‘s relocation from central New Plymouth represents a $12 million investment in one of Taranaki’s fastest-expanding suburbs.

At a Glance

• Location: State Highway 3, Bell Block, New Plymouth District
• Floor Area: 3,200 square metres
• Car Parking: 120 spaces
• Employment: 65 full-time equivalent positions
• Opening Date: 15 November 2023

Strategic Shift

The move to Bell Block reflects a broader realignment of provincial retail toward high-traffic highway corridors. By departing its legacy site on Courtenay Street, The Warehouse Group signals confidence in the northern suburbs’ population growth, which has outpaced central city recovery rates since 2021.

Regional Comparison

Facility Features

The custom-built facility includes integrated solar generation, a dedicated click-and-collect drive-through, and expanded clothing and homewares departments. The site sits within the Bell Block Structure Plan area, designated for commercial intensification under district planning rules.

Development Timeline

1. March 2021: The Warehouse Group purchases 1.2 hectares from private trustees
2. August 2021: Resource consent lodged with New Plymouth District Council for retail and earthworks
3. February 2022: Consent granted with conditions regarding stormwater and landscaping
4. June 2022: Construction begins on base build
5. September 2023: Staff recruitment and training commences
6. November 2023: Public opening

Planning Context

Contrary to early speculation, the site required no zoning changes. Bell Block was identified for retail growth in the 2018 District Plan review. The development aligns with Urban Growth Strategy objectives to concentrate commercial activity along state highway corridors rather than dispersed rural nodes.

Market Impact

Highway retail nodes have captured increasing market share in provincial New Zealand. The Bell Block location intercepts traffic between New Plymouth and Auckland, diverting spending from both the central city and smaller town centres like Waitara. This pattern follows established trends in similar regional centres, where accessibility and parking availability outweigh traditional CBD foot traffic, according to regional business data.

Stakeholder Perspectives

“This isn’t simply a relocation. We’ve designed the Bell Block store around how Taranaki families actually shop now—larger baskets, less frequent visits, and digital integration.”

— Nick Grayston, CEO, The Warehouse Group

“The investment validates our infrastructure spending in the north. State Highway 3 upgrades and the Bell Block bypass made this site viable for major retail.”

— Neil Holdom, Mayor, New Plymouth District
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Key Developments

The Warehouse Bell Block consolidates the retailer’s Taranaki operations into a purpose-built facility reflecting post-pandemic shopping patterns. With 65 local jobs and integrated digital fulfilment capabilities, the store demonstrates sustained corporate confidence in provincial markets despite national retail headwinds.

Common Questions