Retail giant Marks & Spencer has delivered a much- needed boost to Swansea city centre.
It is to invest millions into its Oxford Street store, turning it into a flagship development.
The transformation is being seen as a huge vote of confidence in the city centre as a retail hotspot.
Company bosses won't reveal exactly how much they are spending on the revamp.
But it is known the interior of the shop is to be gutted and completely remodelled with bigger women's wear, homeware and furniture sections and a new food hall in a scheme that will cost a fortune.
The store's cafe is going to be moved to the second floor. An extra 40 seats are going to be added.
Store manager Darren Rayner said that the changes would make the Swansea store the most modern M &S in South Wales. "This investment is terrific news for the company and for the city," he said."When it is finished it will be the only store in South Wales to have the full refit, something not even our store in Cardiff will have.
"The investment is a massive boost for the city centre, which is constantly having to fight off competition from nearby out-of-town retail parks.
Fears had even been voiced in some quarters that M &S itself might pull out because of the success of its developments at Parc Fforestfach. And only this week company bosses confirmed they are to switch their Llanelli town centre operation in favour of the nearby Parc Trostre retail park.
However, Mr Rayner said the new investment in Swansea demonstrated the store's commitment to the city centre.
"We are playing our part in regenerating the city centre," he said."It is clear that things are happening in Swansea, and we want to be a part of that change.
"The city centre is still important and we want to be here. But we don't just want to stay, we want to grow and develop here.
"Work on the store is due to start next month and is expected to last 19 weeks. The shop will remain open during the refurbishment. Around 60,000 shoppers use M &S every week and it is a major factor is bringing people into the city centre. A revamped store is likely to have a positive knock-on effect for other traders.
News of the investment was welcomed by Rosemary Morgan, chairwoman of the City Centre Partnership.
She said: "It is very encouraging for Swansea that an organisation like Marks & Spencer is making this commitment. "It shows the confidence they have in the city centre.
"Hopefully it will help to encourage other big names to follow their example and invest in Swansea."
Swansea city centre shopper Adele Warwick, of Sydney Street in Brynhyfryd, said: "I am delighted.
"I think M &S is the one thing that really still pulls people into Swansea. This can only help that."
