A HUGE Dunelm shop will be a “wonderful boost” and represents a huge vote of confidence in Southend’s town centre, councillors say.

The plan for signage at the new store, replacing Primark in the Royals, has now been backed by Southend Council.

Marketed as the UK’s leading home furnishing retailer, Dunelm sells a huge range of items from bedding, curtains, furniture and beds to mattresses.

The chain has repeatedly refused to comment on the new store but observers believe the proposal is a huge vote of confidence for Southend.

Primark closed its store in the centre earlier this year as it moved into the huge former BHS Store in a prominent slot on Southend’s high street.

Tony Cox, leader of Southend Council’s Conservative group, said: “It’s a wonderful boost for the high street and hopefully the chain will go in and make a success of it.

“I hope it also encourages other retailers to come into the town and others businesses to stay as well.

“I hope it will be ready for when we come out of this pandemic lockdowns and retail can start to get back on its feet.

“Having Dunelm is a step in the right direction for boosting our high street but there is more to be done.

“I think it shows there is a customer base in the town but conditions for retail are tough.

“Despite this we are still seeing retailers go ahead with their plans such as this one and the new Lidl in Shoebury too, but we’ve also got to get new shops in the high street too.”

Resident Will Baxster, 44, from Southend, said: “With the lockdowns people are looking at home improvements so Dunelm will be popular in the town.

“This is a good spot as it’s busy, has good footfall and is close to the busy station. I think we would probably also shop there too.

“It shows a good vote of confidence in the shopping centre – after we’ve lost BHS, Primark and Debenhams too.

“I hope it does well and we do need it to keep the centre going.”

Marie Osbourne, 55, who runs a flower stall in Southend High Street also backed the plan, saying: “This has got to be good for the town centre, it will help drive footfall up and get more people into the town centre.

“It’s no doubt a tricky time to open with the Covid pandemic and all the restrictions that we’re still getting used to.

“It’s not easy for traders and retailers but we do need this added boost.

“It’s also good to see the firm sees a future of the town centre and it will also be jobs for town which will be a very welcomed boost.

“Any extra tenant in the centre is good for the town and I am sure Dunelm has looking into the opinions to ensure it will well for them.”

The major firm runs 169 large stores, three high street stores and over 100 in-store coffee shops, across the country.