About 250 people queued up at opening time as Southend's new Hobbycraft store officially opened its doors today.

The UK’s largest arts and crafts retailer launched its new store in Southend this morning with a grand opening event.

The new branch in London Road Retail Park opened its doors from 9am with free goody bags for its first 100 customers.

According to Westborough councillor and 101st mayor of Southend Kevin Robinson, about 250 people were queueing up in anticipation as the doors were opened.

Read more >>> New Hobbycraft store in Southend set to host opening event this weekend

Today's official opening event also includes product offers and activities.

Mr Robinson said on Twitter: "Great start to day [...] Lovely to meet Gina and all her fantastic team.

"About 250 people in the queue at opening time."

A spokesman for the new store added: "Thank you to all our customers who came to our grand opening, we look forward to seeing you again."

Hobbycraft Southend has created 14 new jobs in the area. 

Some of the team includes store manager Gina Ford, cricut expert Sophie Thompson, baking expert Kaz Bateman, sewing expert Alex Evans and art expert Molly Reynolds.

The new Hobbycraft store's opening times are:

Monday to Friday 9am – 8pm

Saturday 9am – 7pm

Sunday 10.30am – 4.30pm