‘Just flaming fantastic’ grumble shoppers as high street beauty brand with 66 shops to close city branch TODAY

A MAJOR retailer with 66 branches is set to close one of its stores today - leaving shoppers devastated.

The cosmetic retailer caused a stir amongst locals after announcing it was shutting its Herefordshire branch for good.

The beauty giant L'Occitane En Provence is pulling the shutters down in Hereford's Old Market.

The sudden closure has left many shoppers disappointed and fearing other shops will disappear, leaving their shopping centre empty.

One local wrote on social media: "Well, that’s just flaming fantastic what a waste of money building that centre."

Another added: "So sad for those who will lose their jobs."

The cosmetic branch opened in Hereford's Old Market a decade ago and hundreds of customers have flocked to the store.

But beauty lovers in the area will now have to get their cosmetic essentials elsewhere.

"Oh, that's a shame," a third said.

They added: "Love their products - even though they're a bit pricey."

While a fourth commented: "The real problem is that people don’t have the spare cash to spend in 'niche' and gimmicky shops that nobody really needs.

"Hereford needs to attract investment."

Hereford Council has been contacted for comment.

Why are high street stores closing?

High street retailers have felt the pinch since the pandemic, while shoppers are spending less due to the soaring cost of living crisis.

High energy costs and the increased popularity of online shopping have taken a toll on many stores that are struggling to keep the lights on.

The past years have seen an unprecedented amount of popular stores closing for good.

Several major brands have also collapsed, such as Wilko and Paperchase.

With shoppers preferring to get their favourite items online, even some of the biggest retailers have to grapple with tight budgets leaving them no choice but to close stores to cut costs.

British retailers saw the amount of goods they sold drop last month at its fastest rate in three years as under-pressure families shifted part of their Christmas shop to earlier in the year.

Sales volumes dipped by 3.2% in December, data from the Office for National Statistics suggests, down from a rise of 1.4% a month before.

Several big-name chains are pulling down the shutters for the final time this month.

WHSmith in Oban, Scotland, will close for good on February 17.

While Boots has revealed it is closing 300 stores over the next year as part of plans to evolve its brand.