Shoppers and traders have given a mixed reaction to the news that Iceland will move into a landmark former Beatties store in Dudley.

The firm will open in the Churchill shopping centre on December 2, it has been revealed. The 10,000sq ft, three-storey unit has been closed since January 31. Some shoppers said they were glad the premises had been taken over.

But others have questioned whether Iceland would live up to the Beatties brand.

Doreen Brannigan, aged 54, of Westminster Road in Wordsley, said: “It’s nice that a company has taken it over and it will bring in trade, but Iceland won’t be the same as Beatties.”

Betty Lovett, aged 84, of Laurel Road, Dudley, said “A department store would have been good, but there aren’t many left.”

Beatties closed on January 31, after 40 years of trading. Owner House of Fraser said the branch was no longer financially viable.

Staff at Walter Smith Butchers in the Churchill centre said they hoped Iceland would help bring in shoppers.

Graham Southall, aged 46, who runs a fruit and veg stall at the town’s outdoor market, said: “We’ve already got Farmfoods and Heron Foods in the town centre, and they both sell frozen food, so I’m not sure we need another one.

“I don’t mind – it’s better than an empty shop.”

Deputy council leader Councillor Les Jones said the opening would “drive forward the economic regeneration of Dudley”.

It is believed Iceland will take over only the ground floor of the premises. It is not known how many jobs will be created.