Bluewater, Europe's biggest shopping centre, will open its doors for business on March 16 - just 20 miles from Brentwood's High Street.

But according to the town's business people the future is far from gloomy for Brentwood.

Many are, in fact, determined to view Bluewater - the last shopping centre of its kind to be built in England - as an opportunity providing the town plays its cards right.

Carved deep into a chalk quarry near Dartford in Kent, Bluewater, dubbed as 'Europe's most innovative retail and leisure destination,' is hoping to attract 30 million 'guests' (as it calls shoppers), and is set to break all retail records.

The new complex will boast 320 shops, seven luxury lakes, 40 restaurants and 13,000 parking spaces. It has a 12-screen cinema, tropical trees flown in from Florida, and a flagship John Lewis departmental store.

Russell Davies, director of economic development at Brentwood Borough Council, said: "The way we perceive it is just like another player in the competition. If anyone's to worry about the situation it's Lakeside.

"Yes Bluewater is accessible to the town but there may not be extra money to be lost by Brentwood.

"Bluewater's anchor tenant is John Lewis but we cannot forget it's as easy to get on a train to Oxford Street.

"We can capitalise on Brentwood's unique qualities, there are so many levels of retail opportunities here. However, no-one's blas about it, we have forethought the event and all the work that follows out of URBED is our response."

John Edwards, from the Brentwood chamber of commerce, said the council needs to stop talking and get moving on the URBED report if the town is to use Bluewater to its advantage.

He said: "I think Bluewater is a great opportunity for Brentwood, but not at the moment because of the problems on the High Street.

"Brentwood has the lowest number of unemployed in the South East and the highest disposable income and we should be taking advantage of that.

"It's a lovely town but people are spending their money elsewhere. Bluewater can complement rather than compete because it will heighten people's awareness of product availability.

"But we cannot be complacent, we need to move on with URBED. The chamber will call for the council to make use of opportunities coming up like BT and the new development at Warley.

"They are just talking and not moving with anything. Things could change if we get our act together."

Brentwood and Ongar MP Eric Pickles said: "Clearly Brentwood cannot go on head to head with Bluewater but it has to recognise its shopping as different and move towards niche marketing."

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