THE new M&S Longbridge store - the largest in the Midlands - opened its doors to excited customers on Wednesday, November 4 as the stunning transformation of the former Rovers works continues.

A ribbon cutting took place to mark the occasion with store manager, Mark Fruin, from Bromsgrove, alongside the original supermodel and fashion icon, Twiggy.

Following the official opening shoppers were invited into the store for complimentary glasses of Prosecco, before being given the opportunity to meet Twiggy and learn key insights about the brand new Twiggy for M&S Collection range, which has been developed exclusively for M&S.

Shoppers were then able to enjoy a full day of celebratory entertainment including an in-store DJ and stylists and personal shoppers were also on hand. Even Percy Pig and Colin Caterpillar were there to help keep younger shoppers entertained.

Honouring the heritage of the former site, a collection of 15 vintage minis were on display throughout the day, all owned by ex-MG Rover workers.

Twiggy, model and fashion designer for M&S, said: “I am very proud to have been part of the M&S Longbridge store launch today and to see that all of the employees’ hard work has paid off."

Mark Fruin, the store manager, said: “After working hard to prepare the store for its opening, we were thrilled to open our doors at M&S Longbridge.

He added: "I'm originally from London but I've lived in Bromsgrove for many years.

"I've seen the area change gradually from the old Rover works to the regeneration project we see today, and I'm proud of the role M&S has played at the heart of the community in Longbridge."

The new 150,000 sq ft store offers an extensive womenswear department, as well as menswear and beauty departments and the Midlands’ first M&S brow and nail bar and baby world. It also includes a 12,800 sq ft homeware department and a 13,000 sq ft foodhall, which features a deli and pasta bar and in-store bakery, along with a 245-seat M&S Café for shoppers to enjoy.

Steve Prosser, Midlands Regional Director at St. Modwen, the developer responsible for the regeneration of Longbridge, said: "The opening of the largest M&S in the Midlands has created a real buzz at the heart of St. Modwen's £100 million new Longbridge Town Centre, which is part of our broader £1 billion regeneration of the 468 acre Longbridge site."