THE promise of big name labels at discount prices - and the chance to grab one of five hundred £10 gift cards - brought bargain hunters out in force in Haverfordwest this morning.

More than 300 people attended the grand opening of Haverfordwest's new TK Maxx store, which has created 40 new local jobs.

Store manager Charissa John said she was thrilled the opening had been such a success.

"It's amazing, there's been an excellent turn-out, and the set-up here is really brilliant."

Many shoppers said they usually travel to Carmarthen to shop, but having a new store closer to home might convince them to spend their cash locally in future.

"Haverfordwest is really starting to pick up a bit," said Linda Frith, from Solva.

"I hope more shops will follow. The town centre is pretty empty, which is quite sad, but there's a lot more choice out-of-town now."

Within an hour of opening, queues to pay were out the door, but staff members doing the rounds with boxes of chocolates ensured everyone was kept sweet while they waited.