Buoyant Southend store managers today shrugged off the threat of the new Bluewater shopping park and boasted: "Trade is better than ever."

Since the massive Kent shopping centre opened ten days ago, retailers in Southend have even reported a steady boost in business.

The consensus among store managers is that Bluewater is too far away to be a regular shopping destination for south Essex.

Rebecca Hayes, manager of Littlewoods in the Royals shopping centre, Southend, said: "Last week, ladieswear sales showed promising increases compared to both last year and, more significantly, the previous week.

"Total store sales compared favourably with other Littlewoods sites throughout the region and across the chain."

Retailers in the Royals have now lined up a series of high-profile events to keep the shopping centre in the public eye.

A programme of entertainment will get under way later this week to mark the school Easter holidays.

Youngsters will be treated to a teddy bears' rally and a number of special magic shows in the centre.

Traders have also vowed to open on Sundays to beat off the competition from both Bluewater and Lakeside.

Roger Kluth, manager of Boots, said: "By offering shoppers good quality retailing in a convenient location and at times they want to shop, it is helping us hold our own in this extremely competitive market."

Maria Waters, chairman of Southend Retail Association, insisted trading at stores was healthy.

She added: "Tesco, BhS, Woolworths, Debenhams and Chicago Rock Cafe have all had a busy trading week.

"Their performances have been in line with their company and in line with expectations."

Ms Waters, also manager of Debenhams, added: "Those of us who are in part of a chain saw Lakeside was clearly affected and to a lesser extent, Romford.

"Southend, with its extra attractions and activities, has managed to retain its base of customers very well."

Converted for the new archive on 19 November 2001. Some images and formatting may have been lost in the conversion.