THE owner of an independent plus-sized female fashion brand insisted she “didn’t think twice” before taking up the chance to set up shop in Southend’s former Debenhams.

The empty shop unit, on the ground floor of the Royals Shopping Centre, is being transformed into a “retail hub” which will have space for a number of small traders.

Ojoma Idegwu, the woman behind plus-size female fashion brand Dearcurves, jumped at the opportunity to take up residency and believes the project will be a huge success.

The 40-year-old said: “When I found out my company was on the shortlist, I was over the moon.

“It is an amazing opportunity to be able to have an outlet to interact with our customers face to face.

“Not only that, but it will also give us a chance to collaborate with other businesses, have a bigger platform and give back to the community that has been so supportive of Dearcurves.

“The owners - Sonny and Sid - have been absolutely incredible and very supportive. The fact they are creating a space for the community and a place for independent businesses to thrive and grow is truly wonderful.

“I am really excited about it.”

Non-profit organisation The Utilize Project formed a partnership with bosses behind the High Street retail destination to inject a new lease of life into the space where small businesses and organisations can flourish and grow.

Their mission is to help drive economic growth, support newly start-up traders and create vibrant spaces that benefit everyone in the community.

The project was meant to launch last Saturday but bosses told the Echo the grand opening had to be scrapped due to “unforeseen circumstances regarding planning”.

However, they did emphasise that it will open at “some point this year”.

Ojoma said she felt “disappointed” with the setback as the team are “ready go to” but understands The Utilize Project want everything perfect before opening to the public.

Started in 2014, Dearcurves was created after Ojoma came to the UK and wanted to push back on the narrative that only non-plus size women can be attractive, which she brands as “ridiculous”.

After launching, the company was featured in Vogue Italia, which “opened so many doors” in highlighting plus size women.