The move, which will take place in December has arisen partly as a result of the firm's current site in Fradley being redeveloped, but also from a desire to take the business back to its roots where the Winterton family started trading as auctioneers in the 1870s.
To this end they have bought the former Linford's site at Cross Keys, right behind the market square and a stone's throw from Lichfield's historic cathedral. The site comprises two large modern buildings which have now been transformed into state-of-the-art auction and showrooms with over 15,000 square feet of space.
Private secure free parking for clients will also be available.
"Being in the town centre will make us much more accessible for clients and it will be an important boost to other businesses in Lichfield and the town centre as a whole," said Richard Winterton.
"We are finalising a programme of regular auctions not only featuring antiques, fine, decorative art, silver and jewellery but traditional and modern quality furniture and collectables for which we are internationally renowned."
The inaugural fine art and collectors sale will take place on December 12 and 13.