It has been open for exactly one week and already Bristol's new Primark store is transforming a once forgotten part of Broadmead.

The Horsefair, which is home to the flagship store, is now bustling with customers desperate for a peek inside the shop while neighbouring retailers are making the most of the increased trade.

Bargain hunters travelling into the city to make a special visit to the store and others braving the crowds to pop in during their lunch hour are helping to revive the western end of Broadmead.

Jay Graham, manager of Hot Dog Deli, in St James's Place, said: "Its been about 50 per cent busier since Primark opened, it's brought this area back to life. It's great."

Emma Dudman, a sales assistant in newsagents Martin's, also on St James's Place, agreed. She said: "It's been brilliant, I've been working here about a year and this is the busiest I've seen it. It's certainly brought in more people than this time last year."

Shoppers were also quick to comment on the increased activity around The Horsefair.

Paul Wheatley, 27, a quantity surveyor, who lives in Bishopston, said he thought the street was much busier than in previous weeks.

He said: "I've just popped in during my lunch hour, it's the first time I've been in the store and it's enormous. It's much better than the old store which was pretty bad. It is definitely busier around here, especially when you consider its the middle of the week."

Catherine Baldry, 24, of Weston-super-Mare and Sally Chaplin, 29, of Wrington, were shopping for bargains.

Ms Baldry said: "I've bought jumpers and underwear, I've only spent £30 and got quite a lot. The shop is nice and it's a lot better and although it's probably busier than the old one, there's a lot more space."

Kate Millar, 47, of Portishead, had come into Bristol especially with her daughter Emmaline Pooley, 28, who had made the journey from Cornwall.

She said: "I don't usually shop in Bristol but my daughter wanted to come in so we made a special visit."

Lynn Dunlop, spokeswoman for Primark, said: "Since opening last Thursday, we have had a huge number of customers from Bristol and the surrounding area."