On entering the swish new premises, customers were greeted with bucks fizz and chocolates which, along with balloons dotted around the store, all added to a party atmosphere.

Store manager Dawn Bailey said the new look M & Co - which has expanded into the shop previously owned by Contessa lingerie - has much to offer.

Dawn, who has been with M & Co for 12 years, five of them at the Bexhill store, said: "I'm really excited that we have expanded, and we now have a total of four floors so we are like a little department store. We've got lots of new ranges and concessions, and offer a more exciting shopping experience, with helpful and friendly staff."

The new ranges include Eastex and Dash concessions, a boutique range offering exclusive one off designs, children's and teenager designs including the 'Kylie' teenage range, accessories, shoes, menswear and home products.

With so many shops standing empty in the town at the moment one happy shopper said: "It's nice to see a shop expanding and giving Bexhill a boost for a change."

M & Co currently has a summer sale in full swing and has an added bonus to entice locals and visitor's to the town on weekends - for the duration of the summer season the store will be open seven days a week.

For more information call (01424) 216844.