B&M has appealed the decision to block it putting “visually dominant and discordant” signs on the side of atria Watford.

The company, which opened in part of the shopping centre’s former John Lewis unit on September 5, applied for permission to put its logo on the outer window of the store and at two points on either side in May this year.

Watford Borough Council refused to grant advertising consent in August after an officer stated that it would be “highly visible”, making it “undoubtedly good for advertising” but “harmful” visually.

Other businesses, such as Dunelm, had been granted permission for signs on the wall but these had replaced existing advertising. The council worried that allowing further advertising on the wall would set an "unwelcome precedent", making it difficult to refuse similar signage facing Beechen Grove.

B&M appealed the decision, with the process officially starting today (September 18).

How the proposed signs would look.How the proposed signs would look. (Image: B&M/Watford Borough Council planning portal)

In its statement of case, the appellant said: “All the advertisements would be viewed in the context of a very large host building which would not be overwhelmed or appear cluttered as a consequence of their display.

“Rather they would add a degree of colour and interest to an otherwise mundane, somewhat featureless and uninteresting façade.”

B&M added that its adverts would be less prominent that TK Maxx’s and Dunelm’s and said advertising decisions should be consistent and based on merit.