A HIGH Street fashion chain is set to close its Whitehaven store.

No staff will lose their jobs following the closure of Miss Selfridge in Lowther Street. They will be redeployed.

The shop opened just over four years ago after representatives from high-street names, including H&M, Sports Direct and Lush, were invited to the town as potential investors.

The building's owner, Donald Dixon, hailed the shop's opening in 2011 and the creation of eight jobs as "the future of Whitehaven".

Now the store is closing, Mr Dixon said he is not downbeat about the company's decision and is in negotiations with other high street brands to fill the shop.

"Brands come and go," said Mr Dixon. "Miss Selfridge said they could only keep one shop in west Cumbria and the shop in Dunmail Park was doing a lot better than this one.

"But when shops close, others come in and do very well. Topshop is part of the same company and in the same building - they are very happy with their shop here. It's one of the things - the shops are still there but just the names change." 

A spokeswoman for Miss Selfridge said: "We are continually reviewing our store portfolio and looking at ways in which our customers shop. 

"Trading conditions remain extremely challenging, but fashionability, quality and value are still a clear priority for us."

Mr Dixon said Whitehaven's shopping economy faces challenges such as the phasing in of the new 'living wage' and the growth of online shopping, but insisted it is "not the end" for high street shopping.