Widnes is located within Halton Borough Council and is one of the two main towns, the other being Runcorn, which form the nucleaus for the Borough. Widnes has a population of approximately 55,000 and is located on the northern bank of the River Mersey approximately 12 miles to the south east of Liverpool. Widnes has excellent road communication with access to the M62, M6, M56 and M57 all being readily available.

Simms Cross is located a short distance south of the pedestrianised area of Widnes Town Centre and within walking distance of the prime retail area centred on Albert Road and its intersection with the Greenoaks Centre and Albert Square shopping development. The Windmill Centre, which is undergoing redevelopment with retail uses and substantial free car parking, is situated off Widnes Road close to the subject property. It is believed that major retailers including Marks & Spencer, Next and Boots are to be secured as new tenants. Asda supermarket is a further short distance to the south of the subject premises at the junction of Widnes Road and Mitton Road/Gerrard Street. This development acts as a further draw to retailing in the area and has already had a significant improvement in the street scene.