A planning application for the new location of Bird's Bakery in Ashby town centre has been submitted to North West Leicestershire District Council.

The popular food store is scheduled to move to the former Specsavers site in Market Street.

Specsavers moved to new premises this year, in what was the former Dean & Smedley pharmacy.

Now Bird's intends to occupy the site of the former opticians at 31, Market Street, after 50 years at its current site.

The Derby-based company announced plans to sell the shop earlier this month, but said it would be staying in the town centre.

A statement from Bird's said that it would be offering 'an enhanced customer experience' and that it planned to open its new shop in the new year.

A planning application has been lodged with district council this week and reveals the store's intended new venue.

It is listed as seeking permission for a 'display of illuminated fascia sign and non illuminated hanging sign'.

But a planning and heritage statement accompanying the application says Bird's Bakery has now bought the former Specsavers unit.

The statement says: "The unit occupied by Specsavers is to be purchased by Bird's Bakery and fitted with its new branding scheme.

"The works will include improvements to the existing shopfront and entrance door.

"No alterations are proposed to any other aspect of the site.

"Birds is currently based at 47 Market Street, but is seeking to relocate in order to secure a more prime position in the retail area with an improved internal layout.

"The site itself is a Grade 2 Listed Building, noted for its red brick, eaves cornice, slate roof, sashed windows and incised stucco lintels. The ground floor features a modern shop front."

Much of the application focuses on building's new look once Bird's has moved in.

It adds: "The proposal aims to utilise the existing wood fascia, repairing its current defects and finishing it with a pastel green finish, which is significantly less harsh and bright than the existing Specsavers green.

"The facia itself will host a simple advertisement, reading 'Bird's' in their brand font. The font is delicate in nature reflecting a handwritten style.

"This is viewed as being respectful to the Conservation Area.

"It will be located directly adjacent the unsightly alarm, to minimise the alarm's visual impact.

"The 'Bird's' logo will be featured alongside bespoke 'Ashby De La Zouch' text, helping to reflect the area."

Lesley Bird, chief operating officer at the Derby-based Bird's Bakery, told Ashby Nub News two weeks ago: "We will be relocating to a brand new store in Ashby by early 2024.

"The new store will allow us to continue to serve our delicious baked goods and treats with an enhanced customer experience.

"As we finalise the details of our new location, we want to reassure our customers that we are working diligently to ensure a smooth and seamless experience for everyone."

Bird's current premises was recently advertised for sale by commercial estate agent FHP at a price of £675,000.