Gillingham sits just south of the A303 and forms part of the North Dorset District Council Area which has a total population of 65,000. It is the largest town in the district and attracts trade from Shaftesbury, Mere and Wincanton.

The new retail centre is located in a prominent position on Le Neubourg Way which is Gillingham town centre’s bypass. It links the A303 to Shaftesbury and Blandford Forum and carries 12,800 vehicles per day annual average daily traffic, source Dorset County Council 2010.

On an adjacent site Asda have opened a new supermarket which complements the Waitrose that opened in 2005. Other nearby retailers include The Original Factory Shop, Lidl, the Co-op, Howden, Plumbase and Scats.