A POPULAR Bournemouth fashion store is set to close its doors for good.

H&M in Commercial Road will close next month, a pattern which the Bournemouth Town Centre BID said was being repeated up and down the country.

The store will close on September 12, with a spokesperson directing people to the Castlepoint store.

The spokesperson said: “H&M Bournemouth will close on September 12.

“At H&M we continuously review our store portfolio, the decision to close this particular store was part of the long-term strategy to ensure we are offering our customers the best possible shopping experience in the right locations.

“Customers can continue to shop for quality fashion at the best price at our nearby Castlepoint store or online”

It was not known how many jobs would be lost or how many shops across the country were closing.

The chairman of the Bournemouth Town Centre BID, Martin Davies, said independent businesses would help drive the recovery of the town.

He said: “It’s regrettable that we are losing a major national brand and my sincere sympathies go to the staff members.

“But this is a pattern being repeated in town centres and high streets up and down the country, largely because of changing consumer habits.

“The national names play an important role in the vibrancy of our town centres but one of the key drivers for success for us will be independent and independent thinking businesses in both retail and hospitality.

“They will drive recovery and revitalisation and many of them are reporting buoyant trading in our town centre. We also have the great news that Bobby’s department is coming back in the Debenhams building.”

Mr Davies added that the closure would add urgency to BCP Council’s strategy for the town centre and he also urged landlords to take a more flexible approach to critical issues such rents and leases.

The Bobby’s store was scheduled to open on August 7 but was pushed back to September 9 after workmen were pinged by the NHS app.

The arrival of the store will create 260 new jobs, Verve Properties said, and would be transformational for the Square.

Ashley Nicholson, Verve director, said: “Bobby’s has historically always been at the heart of the town centre and the community.

“So we’re truly delighted to be able to bring a good news story of job creation to our high street when so many retail areas across the UK are in decline.

“We can’t wait to recruit a crew who will help us make Bobby’s part of a town centre that really does serve the local community.”