Traders and shoppers have welcomed a popular independent shop that beat a top supermarket to a prime trading spot.

Sainsbury's made a bid for the old Job Centre site at the bottom of St James's Street in Brighton last year but lost out to Taj Natural Foods, which will open its doors in two weeks.

Business groups and traders said the family firm, run by the same team as the Bedford Place and Western Road stores, was more suited to the area than a corporate chain.

They said Kemp Town was known for its diversity of shops and Taj, whose ethnic foods and variety of fresh fruit and vegetables have become an institution in the city, will fit in well.

Zahid Kahn, who took over the business with brothers Amir and Shahid when their father died in 1996, said the third store in the chain would be similar to the others but would also feature a takeaway area with ready meals and snacks.

He said: "People have been walking by shaking my hand, saying they are so glad it is opening here.

"Sainsbury's put in a bid for the building but it came to us because people in that area prefer little unique shops like ours rather than big chains.

"We are really excited about the store - lots of our customers come from this area anyway so it will mean they can pop by on their way back from work rather than coming to Western Road for a big shop once a week."

Liz Barrett, of the Kemp Town Village Business Association, said: "We are delighted. It is fabulous a new independent is coming to Kemp Town.

"We welcome it and hope it will bring much more business to the area."

Amelia Shepherd, 33, of Bedford Place, said Taj Daily was one of her favourite shops and she often popped in to buy food on her way home.

She said she was delighted there was going to be a new store right by where she worked.

The travel consultant said: "I am really looking forward to it opening round the corner - I will be able to get lunch there as well as dinner.

"It is good the space has gone to a local shop rather than a big supermarket. There's enough of them already and Taj offers more choice and will be better for the area."