In 1990 Chelverton’s involvement began in Aberystwyth with Simon Morgan being responsible for a comprehensive development strategy of the Parc-y-Llyn area which provided for the first phase of the town bypass, 25 acres of housing, a 4,400 sq m store built for Safeway Stores and 8,800 sq m of non food retailing as well as additional commercial space. It was the start of the Company’s long running involvement in the town that has culminated in the Chelverton joint venture Chelverton Deeley Freed constructing a new Town Centre scheme comprising 11,650 sq m of retail  that includes a Tesco Superstore and a Marks and Spencer department store, together with flats and a multi storey car park. Chelverton Deeley Freed undertook the scheme after being selected at competition by Ceredigion District Council.