VALUE fashion brand Pep&Co is set to open its first Essex shop in Clacton next week.

The concession will open in sister company Poundland’s store in Pier Avenue on Thursday.

It will offer a full range of women’s, men’s and kids’ fashion and will see the store’s doors on to West Avenue reopened.

The firm said the “shop-in-shop” will feature Pep&Co’s full range, but not at the expense of Poundland’s existing offer.

Managing director Adrian Mountford said he is anticipating that the new shop will have a huge impact for Clacton’s fashion conscious shoppers.

He said: “We can’t wait to bring Pep&Co to Poundland in Clacton.

“We’ve had a lot interest already from the local community and can’t wait to get started.

“Pep&Co is all about delivering family fashion on a budget, whether that’s for men, women or children, and we’ll have something for everyone, from our famous leggings and jeggings, to this summer’s must-have styles.”

The move has been welcomed as a boost for jobs by Rachel Fryer, Tendring Council’s town centre co-ordinator.

She said: “We have been in talks with Poundland for some time in a bid to get them to reopen the doors on West Avenue and we certainly believe that this will help boost footfall for the other traders in West Avenue.

“The partnership with Pep&Co will create new jobs, which will be a great bonus for the town and those looking for work.”

Since February, the budget fashion brand has opened over 30 shop-in-shops in Poundlands across the UK.

The retail giant plans to open an additional 50 concessions at Poundland later this year.