COUNTRYWIDE, the agricultural and countryside store, may be opening a branch in Malvern.

Malvern Hills District Council's southern area planning committee voted against officers' recommendations to allow the B H Motors car sales, showroom and workshops to be turned into a retail store.

Planning officers said the site, on the Worcester Road roundabout junction at Townsend Way, was designated as industrial employment land under the local plan and not for retail use.

But councillors decided to allow the application by J and C Brook, saying it was close to Safeway and the other retail outlets.

The applicant said the intended leaseholder was Countrywide and several councillors agreed it was the perfect place for the store, which would be out of place in Malvern town centre.

"You can't expect to put Countrywide in the town centre. It is very much providing a service to the rural community and when you put that in context, a site like this actually shouts at you that it is a sensible place," said Coun Roger Hall-Jones.

But he added it would not be suitable for an ordinary retail store such as a supermarket.