Supermarket giant Asda will open a large clothes shop at one of the most prestigious developments in Sussex.

The George store will be one of three retailers operating at the Quadrant site, which overlooks the Clock Tower in North Street, Brighton.

One of the other shops will be a Cult Clothing store selling urban streetwear and the third is yet to be confirmed.

A bar will open on the listed portion of the site, which used to house the Quadrant pub, and the rest of the development will be taken up by offices on the upper floors.

Last year supermarket giant Safeway pulled out of taking an option on the site, to the relief of civic leaders who had been hoping for a more distinctive name like Harvey Nichols or Ikea to dominate one of the city's high-profile shopping areas.

Soozie Campbell, Brighton and Hove city centre manager, said the George brand was already sold at the Asda stores in Hollingbury and Brighton Marina.

She said: "It's a bit disappointing. It would have been nice to have a department store like Harvey Nichols because this would draw people into the city. That would be good for the economy of the area."

Paul Elgood, leader of the Liberal Democracts on Brighton and Hove City Council, said: "It's a shame we couldn't attract the likes of Vivienne Westwood or top quality West End boutiques to the site.

"But this is better than having a supermarket on the site. George is a popular range and it will be interesting to see how well the store does."

Occupying 14,794 sqft on the upper and ground floors, the George store will be Asda's ninth dedicated clothes shop and is due to open on August 19. Other branches across the UK include Croydon, Leeds and Manchester.

Taking up 10,623 sqft on the basement and lower ground floor, Cult Clothing is due to open by the end of October.

A third unit of 3,400 sqft has not yet been taken but four retailers, including Rip Curl surf clothing, have expressed interest.

A kiosk unit of 258 sqft will be put on the market once the Quadrant site is nearer completion.

Ryan Green, sales advisor at MVC entertainment store on Air Street, behind the development, said an Asda George would lower the tone of the area.

He said: "I think there should be a big department store there because that is one thing Brighton doesn't have."

A spokesman for developer Wildmoor, based in Chelsea, said: "We are excited about this central Brighton retail and commercial development and we have every confidence it will launch well and benefit people in Brighton."

Darren Evans, manager of the new George store, said: "We are confident shoppers will like the new store. Everyone will be working hard to get the store ready and we are sure customers will be impressed."

Cult Clothing owner Julian Dunkerton said: "This will be our flagship store and our most sophisticated yet."

Businesses in Brighton have been waiting to find out who will trade on the site since work started two years ago.

Tory councillor Geoffrey Theobald said a supermarket would have been good for people living in the area but clothes shops were more suitable for the prominent site.

He said: "From an aesthetic point of view, I think most people will be pleased by the sorts of uses being made at the Quadrant."