Southend will miss out on millions of pounds of investment if plans for a shopping centre at a new Blues stadium go ahead, major retailers warn.

Traders, including the companies behind Victoria Plaza and the Royals, said an out-of-town shopping centre would cause quality shops to shun Southend town centre, which could then miss out on large-scale investment.

The traders have written objection letters to Southend Council in the hope councillors will vote against the shopping centre, which would have a floorspace of about 23,000sq m.

Bill Harkness, managing director of Victoria Plaza's developers, Delamere, said: "It will stop the regeneration in its tracks.

"We are passionate about attracting new traders to the centre, but this application is contrary to all that.

"It will make people think twice about investing in the town.

"I don't want to be involved in a value town.

"I want to attract retailers who never thought about coming to Southend before."

The objections will deal a fresh blow to club boss Ron Martin, after Rochford District Council planning officers this week recommended the refusal of a training ground and car park on green belt land in their district.

Regeneration agency Renaissance Southend also opposes the shopping centre, as they believe it would harm opportunities in the town centre.

Chief executive Mike Lambert said the agency favoured the club and the council negotiating to find a way to get a stadium without that many shops.

Southend Council's planning officials are advising councillors not to accept the amount of shops proposed for the centre when they discuss the application on Wednesday at a meeting.

Sarah Tanburn, corporate director of enterprise, tourism and the environment, said in a report to councillors: "Whilst sites remain to be developed in the town centre, to permit a major unrestricted non-food development at Fossetts Farm would be likely to divert investors' attention from the town centre.

"By so doing, the desired objective for the town centre would be frustrated as would the regeneration objectives for the town."

Planning officers said they were happy with the flats, hotel and conference centre proposed as part of the development.

Southend United boss Ron Martin has warned that without a shopping centre, the club could not have a new stadium.

The Blues want to build a new 22,000-seat stadium on Fossetts Farm as well as a hotel, flats and shopping centre, to help pay for the development and provide the club with an income.

But the future of the proposed shopping centre has been thrown into doubt because planning officials at Southend Council and major retailers in the borough have objected to it, fearing it will jeopardise trade in the town centre.

But Mr Martin said the inclusion of the shopping centre was not negotiable.

He said: "Without the shopping centre, it wouldn't be feasible.

"It provides the finances to get the stadium, but it also provides the club with an income.

"The proposals come as one. Each element has been carefully considered and they are all inextricably linked.

"We are proud of the plans. It's not just about the future of Southend United, it's about the future of the town."

Mr Martin denied the shopping centre at Fossett Farm could threaten the town's regeneration.

He said: "We believe rather than detract from the town centre, it will help the town regeneration. It will keep shop spending in Southend, rather than leak into other towns like Basildon.

"It's not unusual for retail units to go with a stadium. There are numerous examples across the country."

Mr Martin said it was now all in the hands of Southend councillors who would be deciding on the new stadium.

They will have a special meeting on Wednesday to discuss the plans.