SIX months on from the relaunch of a major shopping centre, retail experts have expressed fears about its ability to compete in a 'tough' economic climate.

Hammerson, the owner of Didcot's newly-revamped Orchard Centre, has said it is satisfied with progress since a £50 million expansion opened but just under half the new units are still not filled.

Speaking to the Herald, Oxfordshire Town Chambers Network director Keith Slater said he felt the company would be secretly 'a bit disappointed' at the uptake so far.

He said: "If you compare it to say Marriotts Walk [in Witney], that was almost full when it opened and by six months was performing very well.

"I think they would want to be 80 or 90 per cent full by the end of the first year but, given the competition in the area and the state of the retail climate in general, that will be tough."

Since opening with just six new shops in March, there has been a steady stream of launches and Hammerson has trialled a number of initiatives, such as pop-ups, to fill empty lots.

New eateries including Berro Lounge and Nando's have been welcomed by the town and more unusual names such as Jo Jo Maman Bebe and Yankee Candle have boosted the profile of the centre.

Andrew Berger-North, UK director of retail parks at Hammerson, said the centre's popularity was growing – as shown by a recent survey that found both time spent at the centre and frequency of visits have increased.

He added: “We are currently in advanced discussions with a number exciting brands which we look forward to announcing in due course.”

A spokesperson from Boots said its shop had been performing well and the company expects the centre to 'go from strength to strength'.

But when the Herald visited recently, shoppers from outside Didcot were still not seeing the shops as a destination they would visit regularly.

People said they would like to see a big-name fast food chain and sports shop before thinking about choosing Didcot over more established shopping destinations such as Oxford.

Mr Slater said the lack of a large department store to 'anchor' the development may have played a part in the slow progress as well as uncertainty over the extent of the town's expansion.

He added: "Most shops are not looking to expand in general and, although they could see the long term potential, there were no big incentives to move in now.

"A lot of the new housing being talked about still feels very far away – brands want to be sure the developments will happen before committing."

Didcot Town Council leader Steve Connel said the calibre of the names signed up was a good sign for the future and were helping to change the reputation of the town.

He said: "10 years ago you would have been laughed at if you said M&S and Jo Jo Maman Bebe would open here.

"The town has always been seen as the 'poor child' of the area but that's flipped and now I hear others complain that we get all the investment.

"I think it is on track – I would have liked it to move a little faster, but we've got a good range of shops and multiple places to have food or a coffee.

"It's what the town's residents need and deserve but is also starting to bring others in."

Both Mr Connel and fellow councillor James Hart, himself a small businessman, said they would like to see more done to boost independent traders who have suffered since the expansion opened.

Hammerson has previously said the centre was designed to provide an easy link to Broadway shops but the councillors want better signage to encourage visitors to branch out.

Mr Hart added: "I would prefer to see new shops open in Broadway rather than the Orchard Centre but the rents need to be looked at.

"There's more that can be done – like allowing multiple shops to open in the same unit.

"It is slow, but things are getting more positive.

"If anyone is thinking of setting up a small business, I'd like them to contact me."