MARLBOROUGH High Street is looking to make a comeback, with three big brand shops announcing plans for the town this autumn.

Town councillors have given their approval to planning applications covering the design for a new Joules shop, which will be moving to the former Viyella premises at 8-9 High Street, and to a scheme which will split 121/122 High Street into two shops.

Cosmetics manufacturer Estee Lauder wants to set up two stores, selling Aveda and Bobbi Brown brands. The schemes will fill one of the four vacant shops in the High Street, although there are still three vacant units in Hughenden Yard.

Shelley Parker, Marlborough town clerk, said: “Town councillors really welcomed these applications to fill vacant shops. It’s so good to see this sort of confidence in our High Street – a really great sign.”

Coun Stewart Dobson said: "It is great news that we will be having two shops come into the High Street. Joules will obviously be moving down to a bigger premises so that is promising. I think it is important to encourage traders to come to Marlborough High Street but the rent can be rather high.

"Marlborough has always been a popular town for people to come and shop in, it has always been known as a market town. One of the places which needs to be filled is Morrisons. It is in the perfect position for a shop and has a large premises."

David Dudley, owner of Dudley’s Jewellers in the High Street, said: “Estee Lauder and Bobbi Brown are both very popular shops that will bring more trade into the town. The ladies of Marlborough will be very happy with these great businesses setting up shop. With Rick Stein opening, it seems it is all going rather well.

“My only concern is the empty Morrisons shop, which I certainly hope doesn’t get turned into a charity shop. I don’t think charity shops are great for the town, local ones like Prospect I support, but the big chains I do not. They don’t offer employment as they are run by volunteers and they only pay 20 per cent of the rates. We need more businesses to come to the High Street to help boost the economy.”

After the closure of the Food Gallery Express questions were raised as to whether it was because of high rents and business rates in the town.

Bob Holman, owner of the Food Gallery, said at the time of the Express closure: “We were sort of expecting it. There are 70 independent businesses in the town and the rent is very high. You need to make money for a business to run."

Marlborough's newest restaurant, Rick Stein's much-heralded eaterie, will open its doors to customers on October 8.

The planning applications will be decided by Wiltshire Council.