A LIFESTYLE clothing brand will be opening a new store as part of a big retail development and is offering the first customers vouchers and discounts.

Joules will be opening of a shop on Thursday September 29 in Bond Street Shopping Centre, Chelmsford from 9am.

The Joules brand represents British style and has become renowned for its high quality clothing and interiors collections.

To celebrate the opening of the new store in Chelmsford, Joules will be offering early bird queue prizes for the first shoppers to visit the store, including a £200 voucher for the first customer, and exclusive shopping access prior to the stores opening to the public.

The £150 million shopping complex, with a 90,000 sq ft John Lewis megastore at its heart, has been 14 years in the making.

On Thursday, a host of entertainers will greet guests as they pour through the doors of the shopping mecca from 9.30am.

Stilt walkers, balloon modellers and renowned magician Robert Pound will tread the floor to the backdrop of live jazz from Silk Street, and choral harmonies from the Chelmsford Cathedral Choir.

All customers that visit the Joules store on opening day will also receive 15 per cent off any purchase made between Thursday September 29 to Sunday October 2.

Tom Joule, Founder of Joules said: “We’re thrilled to be opening a new Joules store in Chelmsford. “We are really looking forward to bringing our unique personality and style to the town.

“The new store will create 13 new jobs, which is great news too. We can’t wait to open the doors on September 29.”

The new store will be stocking the full Joules 2016 autumn winter collection including men’s, women’s and children’s ranges and great inspirational Winter ideas.