BOSSES at a seafront ice cream parlour have backed down in their fight with Southend Council over their sign after agreeing to reduce its size.

Scoops 37 owners, Star Amusements, invested a whopping £600,000 in the ice cream parlour after taking over the old Gaiety Bizarre shop on Pier Hill.

As part of the revamp, they installed a large new lit-up sign on the outside of the business but Southend Council branded it “inappropriate” and ordered for the sign to be removed.

The owners were initially left upset by the decision and stated that the signage provided the seafront with a “seaside feel” and claimed they had been “penalised for doing something that they thought was for the good of Pier Hill and the city”.

After having a retrospective planning application rejected earlier this year, fresh plans have been agreed to reduce the size of the sign.

A spokesman for Scoops 37 said: “It is good news about the planning approval.

“It is slightly smaller from the original, but we are pleased that we have managed to get the planning accepted now.

“We feel that it adds so much more to that corner of the seafront with the vibrant look that Scoops provides.

“Naturally we would like to thank Southend Council and hopefully continue to enhance the seafront with the seaside feel.”

The difference between the unauthorised signage and approved signage relates to the dimensions and includes reducing it by in height by 0.4metres and in depth by 0.85metres.

Southend Council concluded that the new design “would not have a detrimental impact on the surrounding area”.