Peter Rabbit visited Didcot on Saturday to mark the launch of a new bookshop in the town's Orchard Centre.

Beatrix Potter’s famous bunny cut the ribbon to declare the long-awaited branch of Waterstones officially open.

Parents gathered with their children to join the celebration which included refreshments, storytelling time and a balloon giveaway for the little ones. Visitors were invited to browse the 2,500 sq ft bookshop which boasts a wide range of books, stationery and gifts.

The branch is the company's third shop in Oxfordshire after its stores in Broad Street in Oxford city centre and Witney's Woolgate.

Tobias Grace, bookshop manager at the newly-opened branch, said: “We are very excited to be opening our lovely bookshop in time for Christmas.

“We have had a fantastic response from the local community and we are looking forward to sharing our enthusiasm for books and reading with all our customers.”

The branch will also host book launches, reading groups, community events and a range of family-friendly activities at the children’s department to inspire the next generation of readers.

The announcement of the new Waterstones was made earlier in October and Didcot resident were the first to share their excitement.

Luke Taylor, Waterstones head of retail and bookselling, said: “We are delighted to be opening another shop close to Oxford and are hopeful that it will complement nicely its sister shop in the city centre.

“Our bookshop in Oxford has an enthusiastic and dedicated team, and it is from here that we will staff the new shop in order to ensure the residents of Didcot and the surrounding villages are met with knowledgeable and passionate booksellers from the off.”

The shop has a team of six new and experienced booksellers who are on hand to assist customers with advice and recommendations.

ALSO READ: Teenagers arrested after early-hours village police chase

There are no announcements about upcoming events at the Didcot store but the city centre’ store in Oxford will be hosting a Christmas evening on Tuesday, November 26.

ALSO READ: New bookstore opened in the city centre

TV presenter and historian Janina Ramirez, who lives in Woodstock; bestselling author Dianne Setterfield from Oxford; poet Brian Bilston, writer and broadcaster Christopher Matthew, who studied at St Peter's College, Oxford; and journalist and photographer Robin Laurence will be at the event to sign copies of their books.

Herald Series:

There will be a feast of mince pies, seasonal drinks and mulled wine on hand to warm up customers.

The festivities will start at 6pm and finish at 8pm.

The Didcot shop is now opened from Monday to Saturday from 9am to 6pm, and Sunday from 10am to 4pm.

The Didcot branch is one of five to open nationally this year. The company was recently ranked in the top 10 of UK shoppers' favourite stores.