The government has reached a breakthrough agreement that will unlock thousands of stalled homes in North Sussex, paving the way for sustainable growth and new opportunities for water-efficient technologies.

After a four-year pause on development, around 4,000 homes previously on hold can now proceed, alongside a further 17,000 planned properties. The deal—brokered between the Department for Environment, Food and Rural Affairs (Defra), Natural England, the Environment Agency, and Southern Water—sets a new benchmark for balancing environmental protection with housing delivery.

Under the agreement, Southern Water will limit abstraction from the Arun Valley, a site of international ecological importance, and invest in habitat restoration projects to safeguard wetlands and wildlife. Crucially, all new homes will be required to meet higher water efficiency standards, ensuring that increased housing demand does not come at the expense of natural ecosystems.

Construction is expected to begin from 1 November, with ministers describing the deal as a “new model for sustainable development” that can be replicated in other regions facing nutrient neutrality or water resource constraints.

Implications for our sector

For members of the Bathroom Association, this marks a significant moment. The higher water efficiency requirements embedded in this deal place efficient fittings, taps, showers, and sanitaryware at the heart of sustainable construction policy.

This directly aligns with the Association’s long-standing advocacy for water efficiency in bathroom products and reinforces the value of innovation within the sector. As thousands of new homes move forward under these enhanced standards, demand for high-performing, compliant products will rise substantially across multiple housing phases in Sussex and beyond.

The agreement also provides a real-world case study of how efficient bathroom products contribute to achieving environmental targets, showing government and industry working hand in hand to reconcile growth with sustainability.

This deal may well serve as a blueprint for future housing and water management frameworks across the UK. It demonstrates how policy, regulation, and innovation can come together to unlock development while safeguarding natural habitats.

For bathroom manufacturers, it’s a reminder that sustainability is no longer optional—it’s central to market access. As similar agreements emerge elsewhere, the demand for efficient, accredited bathroom products will only increase.