AN ICONIC seafront ice cream parlour is back under the ownership of the city's historic dessert firm.

Rossi Ice Cream has taken over the Rossi parlour on Westcliff seafront after the firm bought it back from businessman Alaine Brandajs who ran the parlour for 27 years.

Bosses at the longstanding firm say they feel honoured to continue helping families create memories with the business which has been a firm favourite with visitors for decades.

James Sinclair, 37, owner of Rossi ice cream, said: “We are now getting back to selling our own ice cream in our own shops and that feels fantastic.

“I feel very proud to own it and I want to look after the legacy of the parlour and the businesses itself too.

“It’s a dream come true to own it and a massive responsibility to look after it and take it on due to its heritage in the town and county.

“We want to keep it all the same, you can’t go changing and modernising things, you need to be respectful of a business like this.


“I remember coming with my grandparent and I now take my children there too. You get four generations all enjoying an ice cream and the lovely sea views.”

Mr Sinclair, who also owns Marsh Farm in South Woodham Ferrers and Partyman World with play centres all over Essex, took over the business from Alaine Brandajs who ran it for 27 years.

He thanked Mr Brandajs for trusting and allowing him to take over the business.

Rossi Ice Cream was launched in 1932 and went from being a small, family business to a company which is as synonymous with Southend as the famous pier and Adventure Island.

Mr Sinclair added: “Rossi is an institution and has become part of the heritage of Southend and Essex.

He said the parlour survived the Second World War and has helped many families to create countless precious memories.

Mr Sinclair took over the Southend businesses last April from Colin Gray who was handed the reins in 2006.

In 2017 Rossi moved from its original Lucy Road factory to new premises at Temple Farm Industrial Estate in Rochford.