A TOWN CENTRE fashion retailer which is celebrating 25 years in business has revealed plans to open a junior store.

Chris O'Dea is leading the transformation of three former terraced houses at the junction of Cotham Street and Claughton Street into what he hopes will become one of the leading stores for children's fashion wear in the UK.

The move will create OD's Junior, which will become part of his retail portfolio.

Mr O'Dea, who started off with menswear store OD's in Cotham Street in the early '90s, says he has renewed optimism about the future of the town centre following the creation of a new economy board for St Helens.

The panel is headed by the Saints chairman Eamonn McManus and is aiming to attract fresh investment.

Mr O'Dea said: "Kids wear has been the fastest growing part of our business and social media has a massive part to play in that. Kids are so much more brand aware these days - so that is the reason we want to do it.

"It is also something that has been really well received by the brands.

"We also hope it will draw more shoppers into the town - from right across the region - as they will be driven here by the quality of the products."

He added: "Meeting the council's chief executive, Mike Palin, has underlined my faith in what I am doing and that there is massive potential in the town. Hopefully other businesses can see that too."

Construction work is currently taking place on the building that formerly housed an Age Concern office - and the store could be open by autumn this year.

The businessman already has menswear and jewellery stores, which have opened in the past five years. The original store on Cotham Street now houses womenswear and some children's clothing.

The new shop, stocking clothing for babies to 16-year-olds, will create five jobs and take the number of full- and part-time staff at OD's to above 30.

The positive investment comes amid a degree of negativity from the public about the town centre's fortunes, but Mr O'Dea is hopeful that a collective push from the business community - in partnership with St Helens Council, which continues to work on a masterplan for the retail area - will shape a brighter and more positive future.