PLANS to redevelop Richmond's outgoing Dimmeys store into two apartment buildings, rising eight and 11 stories, have been critised by locals.

The new proposal, which replaces one last year whereby just a nine level building would be developed on the site, has been lodged by Richmond Icon, a development company associated with Melbourne's wealthy Liberman family.

Richmond Icon paid Dimmeys $16 million for the outgoing site in 2008.