The Grafton centre is enjoying regeneration with the opening of a branch of the popular high street chain ‘New Look’.

After the success of its new store in Lion Yard, the clothes retailer has decided to open a 14,000 sq ft flagship store at the Grafton Centre, which will replace M&S Simply Food.

Shops at the Grafton Centre have enjoyed a boost after the opening of Primark on Burleigh Street earlier this winter, which has attracted more shoppers to the area.

‘New Look’ is just one of the retailers who are investing in the revitalised centre: plus-size clothing store ‘Yours’, Benzer, an accessories shop, and Sweet times will all be joining the 60 shops that make up the complex.

Former market stall, Kismet Crystals, has also found a home in the thriving shopping centre, which receives over 13 million visitors per year.

Centre director, Michael Wiseman, said: “There are clear signs that the retail market in The Grafton area of Cambridge is picking up. Against a backdrop of tough trading conditions The Grafton retail quarter is emerging stronger and better focused.”

He highlighted the importance of affordable shopping in times of hardship, and believes that “the sector is really developing a strong following with families for whom both fashion and value are of equal importance.

“We have found that the mix of high fashion and low prices is an exceedingly persuasive mix for both cash-strapped families and loan-laden students.”

However, when Varsity questioned students about whether regeneration would make them more likely to visit the centre, most thought it was unlikely.

Julia Nicholls, a third year historian at Kings, commented that “it’s always good to have more shops in Cambridge, but I’m not sure people will walk to Grafton when there’s such a big New Look in Lion Yard”.

Cambridge residents have also expressed a lack of interest, with complaints on local news websites about parking and a lack of ambiance to the Grafton shopping experience.

Sarah Bryant, a local shopper, commented that “none of these are actually new stores. All of them are already in Cambridge, they are simply moving from one location to another”.

The surrounding area has also benefited from increased trade with new shops opening almost monthly. Independent retailer, Kitchens and Things, are due to open a branch soon. Other units await investment.