Four hundred jobs will be created when a new call centre opens in Brighton and Hove.

Inkfish is setting up its third British call centre in the city later this spring.

The firm says it was the quality of life in the new city that persuaded it to open the new base.

Inkfish is based in Slough and expanded last year into a second site at Redhill.

Sales and marketing director Sue Marshall said: "The location cannot be revealed for the moment as it is commercially sensitive. But I can tell you it is in the centre of Brighton."

The company is already recruiting team leaders and intends to set up the centre on April 23. More than 400 full and part-time jobs will be created immediately and possibly more by the end of the first year.

There will be 410 seats in the call centre with room for expansion in the future.

Managing director Andrew Pearce said "There simply isn't room for growth in the existing buildings. We have some ambitious plans. The extra capacity means we can now start the new business."

Inkfish is recruiting in Brighton this week. Early requirements include an account director, an executive, an office administrator and call centre advisers.

The company has been talking for three months to the city council's economic development team.

Councillor Ken Bodfish said: "Inkfish approached us in January saying it was looking for somewhere in the South-East and we set about making a convincing case.

"We were able to assure Inkfish that we have the right kind of workforce here and that people could be recruited and trained locally to meet their needs."

Council inward investment officer Bill Smith said: "The quality of life issue is becoming a key selling point for companies who need to train staff as well as recruit them. The city is perceived to be attractive and improving.

"This is something the council is able to highlight during these kinds of negotiations. Quite simply, people like Brighton and Hove. They want to live and work there."

Inkfish doubled its turnover last year to £3.6 million and the forecast for this year is £9 million. It is privately owned by three directors.

The company operates call centre services for Tracker Network UK, Unitel Sky Digital, Daewoo, Yellow Pages, Unicef, World Vision and Charities Aid Foundation.

It also operates for Tiny Computers, Renault, Chelsea Financial Services, Orange-Glo, One Tel, BT Genie and Prowting Homes.

Mr Pearce said although call centres generally had a bad image, Inkfish had a good record both with its staff and the businesses it served.

He said: "Having worked in the call centre arena, I had seen the good, the bad and the downright ugly.

"My dream was to build a company that remained true to my values. I wanted to create a company of the kind I had always wanted to work for."