THE doors open today on a new chapter in a family business that has grown alongside the area it serves.

The revamped and extended Choice store in Hadleigh not only represents the continuing growth of the south Essex business, it also marks a very personal ambition for the man at the helm.

Con Donovan launched the discount shopping chain with his wife Kath in 1966, with the very first store in Rectory Road, Hadleigh.

More than 40 years later, and with 16 stores across the South-East, attention has returned to the birthplace of the chain.

Choice is truly a family concern with three of the couple's four sons, Mark, Phillip and Neil, taking roles in the business, which now employs more than 500 staff. Con says: "The principle behind Choice when we first started was to give value and quality to the customer."

Brought up in Stepney and having left the Army following his National Service, Con bucked the family tradition of working in the London docks to pursue a dream of working in the fashion industry.

That dream, together with Kath who worked in a fashion production house, brought the couple to south Essex and, five years after they settled here, Choice was born.

Con says: "It is what Kath and I always wanted to do - sell quality high street fashion at discount prices.

"There were no multiples, no supermarkets selling cheap clothes in those days. We set up here in 1966 and it has always been an ambition of mine to bring a big superstore to Hadleigh.

"I remember the old days of businesses like Keddies that used to draw people to an area and I wanted to open a store that offered that sort of range and choice to customers."

That ambition is realised at 10am today when the doors of the impressive new store open.

Now taking up an impressive 8,000 sq ft of trading space, the revamped store will offer women's, men's and children's clothes, as well as home furnishings.

The grey and chrome interior design and new logo are set to be rolled out across the other branches as part of the modernisation policy.

While some businessmen may baulk at the thought of expansion in the current economic gloom, Con is dogmatic, saying: "When times are hard more people will look for a bargain."

Despite celebrating his 74th birthday last week, Con is still firmly at the helm. He said: "I still get the same enjoyment out of the business as when it began. I am pleased we have provided and still do provide a lot of local employment.

"It has been an extended family - there are a lot of people very loyal to the company. We have to thank the staff who have helped us to progress the business over the years."

Con says the business is in good shape for the future, adding: "I really want to thank the customers for 42 years of shopping with us. I am delighted we have brought a large store back into our own community."