THE boss of John Lewis in High Wycombe has hailed the opening of the new Eden centre as a great opportunity for his company.

The store, in Holmers Farm Way, Cressex, will see more competition from, primarily, the House of Fraser when Eden opens.

But Tony Wheeler, managing director of the High Wycombe branch of John Lewis, thought his shop would rise to the challenge when the new centre opens in March.

He said: "I think Eden is very exciting for the locality. It helps to regenerate the town centre and I think competition is healthy. We have to be the best at what we do to make the most of that opportunity, and get connectivity between the town and the shop.

"I think Eden is very exciting, and great for the vicinity, but most of all a great opportunity for John Lewis as well. Rather than fearing it, it's a matter of trying to make the most of this investment in the town centre."

And nearby, the six-screen Empire Cinema in Crest Road was preparing for the arrival of the 12-screen Cineworld cinema complex, to be based in Eden. Paul Damms, general manager of the Empire, said: "It's business as usual for us. We are one of only three sites in the UK that is completely digital and we're looking at screening more 3-D cinema."

Meanwhile, business leaders predicted Eden would bring a new phase of prosperity to High Wycombe and turn it into one of the most successful towns in the region. Claire Prosser, policy executive of the Thames Valley Chamber of Commerce Group, said: "The opening of the Eden Centre, alongside other major regeneration plans, will help transform the town into a popular shopping and leisure destination, firmly putting the town on the map and in turn helping pour money into the town's economy.

"The rejuvenation - that also includes investment in infrastructure, housing and services - will also help the town offer a more attractive lifestyle to those considering, or indeed already, living in the town."

Mrs Prosser added that although there were still serious concerns to be addressed, on the whole, the future was bright. She said: "We must, however, ensure that adequate public transport, traffic measures and car parking are in place to cope with the additional people coming to the town. We are confident that the Park and Ride schemes in place will assist with this.

"High Wycombe's efforts to meet the changing market conditions of the 21st century are sure to see it emerge as one of the most successul towns in the prosperous Thames Valley region."