In a significant show of confidence for the borough, Prime Minister Sir Keir Starmer has publicly thrown his weight behind the regeneration of Croydon, declaring the town a “key focus” for future government investment. The pledge came during a visit to the IKEA superstore on Purley Way earlier this month, where the Prime Minister combined national policy announcements with a surprisingly personal endorsement of Croydon’s importance to his own family history.
While the official purpose of the visit on January 12 was to promote new employment rights, specifically reforms to parental leave, the conversation quickly turned to the future of our local high streets. Standing amongst the showrooms of the iconic Swedish retailer, Sir Keir moved beyond the usual political platitudes to offer a distinct vote of confidence in Croydon’s ability to bounce back from recent economic challenges.
A “Good Day Out”: The Personal Connection
For many residents, high-level political visits can feel distant or staged. However, the Prime Minister revealed a genuine, nostalgic connection to the borough that dates to his childhood. Growing up on the Surrey-Kent border, Sir Keir described how Croydon was the destination for a “really good day out” for the Starmer family.
“There is a lot of my family history tied up with Croydon,” he told reporters, specifically recalling family trips to the Whitgift Centre. This personal acknowledgement serves as a powerful reminder that the town’s struggle with empty units and shop closures is not just a statistic to those in Westminster, but a decline in a place that holds personal significance to the country’s leader.
The “Pride in Place” Promise
Beyond the nostalgia, the visit delivered concrete “good news” for the borough’s regeneration efforts. Sir Keir used the platform to highlight the government’s new Pride in Place Fund, a scheme designed to shift power away from Whitehall and back to local communities.
Under this initiative, Croydon is set to benefit from targeted financial injections aimed at reviving the public realm. Specifically, New Addington has been selected to receive £20 million through the programme, with a further £1.5 million earmarked directly to support the town centre.
The Prime Minister’s message was clear: this is not about top-down directives. “We’re not going to say, ‘you need to do this, that and the other’,” he explained. “We’re going to say ‘you decide, because it’s your community’. You live here; you work here”. This approach aligns with the “The Engineer” philosophy of structural empowerment, giving residents the tools to rebuild their own environment rather than imposing a one-size-fits-all solution.
Backing the High Street
The backdrop of IKEA was fitting for a discussion on the changing face of retail. With the Whitgift Centre facing a rise in vacancies, from 46 in September 2024 to 73 today, the Prime Minister’s presence was a timely boost. He acknowledged the “critical moment” facing the town centre but framed the new funding as the catalyst needed to turn the tide.
By linking the new employment protections, which include day-one rights to unpaid parental leave, to the local economy, the Prime Minister argued that better job security would ultimately lead to a revitalised high street. “If people are protected at work, it is good for them, and it is good for business,” he stated, suggesting that financial security encourages the spending required to support local shops.
A Positive Trajectory
While challenges remain, the combination of ring-fenced funding for New Addington and the personal attention of the Prime Minister offers a renewed sense of optimism. Croydon is not being ignored; it is being prioritised. With a leader who remembers the borough as a thriving destination and is backing it with the capital to return to that status, the roadmap for Croydon’s revival looks clearer than it has for some time.
For a deeper dive into the Prime Minister’s visit and the specific employment reforms discussed, you can watch this summary report: Keir Starmer visits Croydon IKEA
