AN OXFORDSHIRE town is being 'transformed', thanks to the number of sought-after stores and restaurants opening up.

Today sees the highly-anticipated opening of JoJo Maman Bebe in Didcot with the baby clothes retailer, favoured by Royalty, the latest addition in a long-line of new shops to launch this year.

On Wednesday Berro Lounge, a vintage-style cafe and restaurant, will follow, having spent £540k to transform a unit in the Orchard Centre.

The director of retail parks for Hammerson, Andrew Berger-North, has said the growing number of 'aspirational family brands' showed the centre's popularity and the draw of the future growth in Didcot and the region.

The expanded Orchard Centre opened in March with only six of the 28 new units filled at that stage.

But since then brands including Fat Face, Nandos and Soletrader have moved in, with more in the pipeline.

The Berro Lounge will create 25 new jobs and bring its 'eclectic artwork and quirky curios' to the town, in its new family-friendly 'cosy retreat'.

It will offer games, books, colouring pencils and pads as well as a full menu for children and high chairs and baby-change facilities.

Agnes Bridges, operations manager, said “We’re really looking forward to throwing open the doors at Berro Lounge and showing the locals how to lounge in style.

"The team are looking forward to becoming part of the community and will support local groups and initiatives wherever possible.”

JoJo Maman Bebe is offering goody bags to its first 100 customers and bunny balloons.

Founder Laura Tenison MBE said the shop offered 'an easy to reach, child friendly shopping experience.'

She added: "A trip to Didcot is now well worth the effort."

Bill Service, a cabinet member for South Oxfordshire District Council, said families can now find everything they need without travelling to larger cities.