SOUTHEND United have completed the signing of striker Simon Cox.

The former Reading and Swindon Town frontman has signed a two year deal with the Shrimpers.

And Blues boss Phil Brown is delighted to have snapped up the 29-year-old.

“Simon’s played higher in his career and is a hell of a coup for us,” said Brown.

“It’s been a long hard arduous task trying to complete the deal but it’s been that way because of the size of the capture.

“I have to take my hat off to the chairman because he’s pushed the boat out and this is a great day for the football club.”

And Brown also believes the signing of the striker shows the Shrimpers means business this season.

“People outside of Southend won’t be giving us much of a chance this season but where we live we have real belief,” said Brown.

“Simon Cox and Nile Ranger both have goals in them and I’m expecting a big year from David Mooney too.”

Cox has been transferred for a total of £3.7million during his career and has lined up for Reading, Brentford, Northampton Town, Swindon, West Bromwich Albion, Nottingham Forest and Bristol City.

He has bagged 91 goals in his career and has won 30 caps for the Republic of the Ireland.