The green and yellow livery of Foxtons will arrive in Croydon High Street next month, at a time when house prices in the borough are rising rapidly and a council-led regeneration plan is gaining momentum.

In recent years the estate agency has become a symbol of London's relentless housing boom, rapidly expanding across the city by opening 26 new branches since 2012.

But the estate agency has faced criticism at times by residents and activists worried about housing affordability in their area.

In 2013, the company hired private bouncers for a day in response to a protest outside its new Brixton branch, and a number of branches around London have also been targeted for protests.

Ashley Whitehouse, sales manager for the new Croydon branch, said: "Currently undergoing a massive regeneration plan, Croydon is a very exciting place to live and work, and I very much look forward to becoming a part of the local community and bringing my knowledge and expertise to the area."

Foxtons declined to comment regarding protests at its branches. The company has trumpeted the launch of new branches in Croydon and Surbiton after announcing another five in February.

Recent figures from Nationwide building society showed the average price of a house in the borough is now £341,309.

Croydon Council's regeneration programme includes supporting a multi-million redevelopment of the Whitgift shopping centre by Westfield and Hammerson.

Andrew Weir, Foxtons' managing director, said: "Our expansion plan currently focuses on the outer London areas which are continuing to show considerable growth."

The new branch will open on Saturday, September 26 on the site of the former American Express Travel Services at 2 High Street.