Crowds of excited shoppers queued along the perimeter of Withybush Retail Park for the opening of Haverfordwest’s new Marks and Spencer store this morning (Thursday).

Store manager Stuart Jaynes declared the new 37,000 square foot store officially open at 10am when he cut the green M&S ribbon.

The countdown to the ribbon-cutting culminated in a loud bang as green confetti was released into the air.

"I have to admit I am feeling really nervous and emotional today," said Mr Jaynes just before the store opened its doors.

"We have an amazing looking store, our customers are going to have a shock. Let’s show them what they have been missing," he added.

A ripple of excitement went through the gathered crowds as Mr Jaynes and his team made their way outside.

After the ribbon was cut, applause from eager shoppers echoed around the busy car park.

Inside, shoppers were greeted with a complimentary glass of champagne and invited to join in ‘the hunt for the golden star’ from 12pm to 2pm, to win a share of £1,000 M&S vouchers.

And getting the people talking are the store’s energy efficient features like motion-censor escalators and lighting, and a rain water harvester that flushes store toilets.

"We’ve had a fantastic opening day and have already had some excellent feedback from customers who have enjoyed visiting the store for the first time.

"It is great to increase our presence in Haverfordwest especially in time for the busy Christmas season and we are looking forward to welcoming more new customers into the store," said Mr Jaynes.