SUPPORT is growing for Dunelm to resurrect plans to build a new store in Southend.

Last year the furniture and homeware giant scrapped plans to open a store in Southend’s The Royals Shopping Centre in place of the former Primark.

The scheme was axed just a few months after Dunelm opened a store in the Mayflower Retail Park in Basildon.


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“With The Royals Shopping Centre under new ownership and building for the future, it would be the perfect time for Dunelm to revisit their plan to set up shop here in Southend,” deputy council leader Martin Terry said.

“It’s a big name brand that would really help further push the revitalisation of the city centre and high street.”

The independent Thorpe Ward councillor added: “There’s a bit of a gap in the market in Southend for Dunelm to exploit, as we don’t have many alternatives for furniture and home bits.”

The Regis Group – the company behind the Roslin Beach Hotel – struck a deal to take over the Royals last year.

The shopping centre had initially been listed on the market for £13.42 million however it is unclear how much the final sale was completed for.

A new manager has been brought in to lead the shopping centre’s revival, with plans afoot to mimic the success of the Victoria Shopping Centre – purchased by the council for £10 million in 2020 – in branching out from conventional retail options.

The Royals will remain a shopping centre but is looking to bring in a range of “entertainment outlets” to entice footfall.

Lib Dem councillor Paul Collins, responsible for asset management and inward investment, said: “It would be fantastic news for the city if Dunelm were to bring the old plan to fruition and I would urge them to consider doing so.

“It’s a fantastic and growing brand that has had real success in Basildon, and I believe it could be just as successful, if not more so, here in Southend.

“It would be great to see the old Primark shop put to good use again.”