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Southport’s historic Victoria Baths being market tested as investment opportunity

External photo of Southport's Victoria Baths buildingA historic Southport landmark is now being market tested as an exciting major investment opportunity.

Works have been taking place at the Grade II listed Victoria Baths building on Southport Promenade ahead of a potential major third party investment.

New lease of life

Now the building, which originally opened in 1839 as a luxurious facility for the then brand new holiday destination of Southport, is set to undergo a new lease of life for one lucky investor.

By market testing the venue, Sefton Council will be able to seek initial proposals by third parties that would revitalise the historic Baths.


The successful investor will be chosen for their vision of transforming Victoria Baths in new and creative ways that will ultimately generate new communities and bolster the local economy.

Any investment will also encourage new local employment opportunities and look to work with local businesses.

Sefton Council is working with local firm Fitton Estates to test the market for delivering a new use for  building.

Bathers on aslide at Southport's Victoria Baths during its heyday.Ambitions

Cllr Marion Atkinson, Sefton Council’s Cabinet Member for Regeneration and Skills, said: “The successful investor will need to share both Sefton Council’s and the Southport Town Deal’s ambitions to boost the town’s reputation as both a leading national visitor destination and an attractive place to live and work.

“We have wider ambitions for Southport as a leading national visitor destination and with the regeneration of Southport Market and our plans for the incredible Marine Lake Events Centre, we want to make sure we are utilising every opportunity to improve the resort.

“The Victoria Baths building of today presents a magnificent opportunity to a developer with vision and drive to modernise this iconic and landmark facility. Through this market testing exercise we look forward to seeing initial options and proposals brought forward by third parties”


Investors can find out more about this opportunity from the Victoria Baths Investment Opportunity Brochure at or by calling Graham Bowling at Fitton Estates on 01704 500345 or by emailing .

The operation and running of the adjoining Victoria Leisure facility is not affected by this market testing.