MOTORCYCLE firm George White is accelerating plans to open a new headquarters.

The firm founded in Swindon 40 years ago is currently based in Manchester Road and is now one of the UK's leading motorcycle retailers.

Now it is planning to consolidate its Swindon operation at the Elgin Industrial Estate in Gorse Hill, creating 15 new jobs.

With the support of manufacturing partners such as Honda, Suzuki, Yamaha and Kawasaki, the company has appointed property developer, ICP Commercial to redevelop its new site into a modern headquarters.

It will be one of the first of its kind in the UK.

The firm has expanded significantly over the past seven years and now has six outlets in Swindon, Bristol, Oxford, Slough and London and plans to open two further retail showrooms during 2005.

Steve Gannicott, managing director said: "Our Manchester Road site has served us well, but if we are to handle the growing volume of business and develop our expansion plans we need more space.

"In 1997 we had 20 staff, we now employ 80 and, if all goes well, we hope to recruit 15 more employees at all levels once we have moved into our new facilities.

"The plans for the new site at Elgin Industrial Estate, which was formerly Sytners' Mercedes showroom, have been very well received by our manufacturing partners, each of whom will view the new premises as a 'flagship outlet'."

Plans for the new headquarters have now been submitted to Swindon Council, as have new plans to turn the company's current office in Manchester Road into apartments.

John Fryer, Director of ICP Commercial said: "The redevelopment of the Manchester Road premises is an integral part of George White Motorcycles' expansion plans since the new residential scheme will fund the redevelopment of the Elgin Industrial Estate site.

Mr Fryer added: "In the longer term, an apartment building is a much more appropriate use of the Manchester Road site than an rapidly growing motorcycle business.

"The new facility planned for Elgin Industrial Estate is an ideal opportunity to consolidate all the company's Swindon operations into one location.

"The site will easily be able to handle the increasing volume of customers and traffic and, in addition, it will meet the high specification that the Japanese manufacturers are keen to see."