FRESH plans have been submitted to convert a much-loved former party shop into 11 flats almost a year after it closed for the final time.

Sancto, on London Road, closed its doors after 70 years of business in September 2023 and the building - with its iconic red and yellow sign - was sold for just over £1million.

The party shop had become iconic in Southend for generations of families as the go-to stop for all things from balloons to party costumes.

Southend Council previously threw out plans for the building to be converted into 11 flats because of concerns over new residents being impacted by noise from a neighbouring pub.

At the time, residents and councillors called for it to remain as a shop due to its prime location on London Road.

However, a revised application has since been submitted with mitigations highlighted to alleviate noise concerns.

Ian Gilbert, councillor responsible for the Victoria ward, said: “I was extremely sorry to see Sancto close.

“But given that it has, I think a conversion is better than the building remaining empty.

“I think that some reduction in retail space, away from the central shopping centre, is inevitable.

“Therefore, I would not object to a conversion as long as it is suitable and proportionate.”

Southend Council officers feared that the previous plan failed to “demonstrate a satisfactory living environment” due to noise from nearby businesses.

The officers raised concerns that noise emanating from the neighbouring Park Tavern Pub on London Road could have a significant, negative impact on residents occupying the flats.

However, the new amended plan included noise mitigations, including steel studwork with mineral wool insulation, SoundBloc plasterboard, and iKoustic MuteBoard.

Further testing would also be conducted before residents move in to determine if additional mitigation measures, in the form of extra board linings, are necessary.

The report added: “The proposed conversion scheme is designed to meet relevant industry standards and will provide good quality of accommodation to the future residents.”

Sancto was run by owners Mirjam and Alan Solly for more than 52 years, moving to its final premises in the late 60s before closure.