The Original Factory Shop, a national retailer selling men, women and children's clothes, toys and gifts, is to open on two floors in The Street, while rumours that Iceland was to move into Surrey Street by Christmas proved to be unfounded.

A spokeswoman for the frozen-food chain said that the company was always looking for new sites, but that the Littlehampton premises had not been purchased, and Iceland would not be moving in.

A spokesman for The Original Factory Shop confirmed that contracts had been exchanged, and that the store hoped to open in October, though the date was yet to be set.

Sarah Wickens, director of Store Property Investments which owns the Rustington store, said her company had looked at a range of different businesses, and had tried to find a retailer that would add something to the village, rather detract from it.

"The Original Factory Shop is not competing with anyone else, and we are hoping it might bring people into the village.

"We are pleased to welcome them. Rustington is not a big town, not a Chichester or Worthing, so we can't pick from a very long list."

She added that Rustington was a good place to shop, with free parking.
"There is a good mix of shops. Not many places still have a greengrocer, a baker and a butcher."

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