Posh cosmetics store Lush is set to open a shop in Swansea in the latest show of confidence in the city centre.
Ambitious plans to revamp the city's shopping areas are proving popular with companies, and new investment is beginning to flood in.
Work on redeveloping the David Evans site is well underway, and last week Marks and Spencer announced plans to upgrade its Oxford Street store.
Now Lush, which specialises in hand-made soaps and cosmetics, is set to open a store in Whitewalls, opposite the popular Primark store, in what was once a nail bar.
Its innovative selling style is a big winner with customers. Its goods are displayed as if in a fruit and veg store, with chunks of cosmetics cut to weight and then sold.
A spokeswoman for Lush confirmed the company was awaiting planning permission on the unit, but could not give an opening date. The news that another big name could be heading to Swansea has been welcomed.
Peter Birch, vice-chairman and secretary of the Swansea Business Improvement District and chairman of the Swansea Independent Traders Association, said: "Confidence is building in the city.
It is a great feeling knowing that companies want to come here. Not too long ago companies were leaving the city centre. It's great that things are changing.
"The city centre will certainly have more to offer than the out-of- town parks."
Denise Road, chairwoman of JT Morgan, said the latest news of fresh investment from a major national chain showed the city was on the up. Late last year she gave the renewal plans her own seal of approval by announcing plans to relocate to the David Evans site.
She said: "Marks and Spencer has revamped all its major stores, and it had been a worry that nothing was happening in Swansea. So the fact it is now planning to invest is good news. Any new investment in the city centre has to be welcomed, and Lush coming here is good news.
"We have backed the city centre with our commitment to the David Evans site, but there is a danger that smaller independent traders could be lost.
"We have experienced very difficult times in the city, and although there are impressive plans for the future, I think there needs to be some short-term help.
"A lot of cities that have been redeveloped in recent years have seen a loss of diversity because independent traders have been squeezed out or priced out.
"There is still a need to help these smaller shops until this new confidence in Swansea is translated into more shoppers."
