THE arrival of trendy new fashion outlet First Avenue in Chester’s Forum Shopping Centre means the Northgate retail centre has a 100% occupancy rate – seen as a major achievement at a time when High Streets across Britain are struggling in the face of economic challenges.

However, First Avenue managing director, Zaffer Hussain, is confident his new store – the second to open in two months – will grow and prosper, despite the economic conditions because its ethos is based on affordable fashion.

“Our company has had a great deal of experience in fashion retail in London and around the UK, and we believe First Avenue will be welcomed by young fashion buyers because we offer them the latest styles at prices they can’t get anywhere else.

“We opened our first store in Wrexham six weeks ago and it has been a tremendous success. We hope to roll out the brand throughout the North West and beyond.

“Our new shop here in Chester has created three new sales jobs, which is also good news for the local community.”

Forum shopping centre manager, Mr Lawrence Allen, said: “I am delighted that First Avenue has joined us at the Forum. Our reputation as a value-for-money shopping destination has ensured we have remained busy during these challenging times.”