Stafford's £100m riverside complex is open

Both H&M and River Island are open to customers from today, with several more big names to follow later this month.

New Look is due to open a week from today, with Marks and Spencer and Costa Coffee a week later on August 18.

An official date for JD sports is yet to be confirmed but it is rumoured it too will open on the 18th. Primark will open in October.

Carl Barrand, from developers LxB, said he was 'really pleased' to see the site come to fruition.

He said: "It has been four years of a long, hard slog. I am looking forward to seeing the impact the development will have on Stafford as a town.

"It massively improves the shopping opportunities for the town.

"We are really pleased that it has come to fruition through some difficult economic times.

"The strength of the town has been underlined by not only new businesses coming up but existing stores looking to significantly expand."

Fashion store H&M was offering a 25 per cent discount wristband to those queuing before 11am, while an in-store DJ will also be around throughout the day to mark the opening. Carlos Duarte, the company's manager for the UK and Ireland, said: "We are excited to be continuing our expansion into the Midlands with the opening of our new Stafford store."

As well as 18 shops and a range of restaurants, the Riverside development will also house an Odeon cinema with six screens.

A 14-storey, 1,000-space car park for the development and for the town generally has already been unveiled.

The 19,000 sq ft development is expected to create 600 jobs.

Stafford Borough Council leader Patrick Farrington said: "The Riverside shopping centre represents a major investment and vote of confidence in the economy of Stafford Borough and I am delighted to see it about to open.

"Our county town is fast becoming the place to be and I am confident this fantastic new development, along with other major ongoing projects in the area, heralds exciting times ahead."