Yet another pound shop is to move into Brighton's struggling London Road.

Poundland will open its second store in Brighton and Hove when it moves into the former Bon Marche store in London Road.

The shop’s bosses are remaining tight-lipped about an opening date and how many jobs it will create but a planning application has already been submitted to the council to change the shop’s signage.

The move was welcomed by traders and residents in the area although there were concerns that London Road was becoming “Pound Lane” with three pound or 99p stores already operating in the area.

Bosses at Poundland, which has 410 stores nationwide, including in North Street, Brighton, as well as Eastbourne, Bognor, Chichester, Hastings and Worthing, said the store’s opening would be marked with a family fun day featuring a well-known celebrity.

Ward councillor Pete West said: “It is always good to see a vacant shop taken, but London Road really doesn’t need another pound shop.

“With the opening of the new open market, revitalisation of The Level, the Providence Place project and Portas money, in time I hope London Road will attract a stronger range of retail.”

Philip Wells, chair of the London Road Local Action Team, said: “It’s better to have the premises used rather than standing empty but what I would like to see is London Road keeping its range of shops – a mixture of affordable shops independent traders.

“London Road is a place for affordable shopping and we don’t want to change that.”

Neil Underhill, of Principal Meats, who has been trading in the area for 28 years, said: “It’s better than an empty shop. People won’t come down here for empty shops. I’m not sure if the other pound and 99p stores will be as happy though.”

George Coles, who recently completed a nine-month photography project on London Road, said: “Any shop with something in it is better than nothing.

“London Road is a cheap shopping road and towns and cities need them.”