MORE than 30 high street giants including Debenhams, Laura Ashley, Next and BHS look set to transform the shopping centre of Trowbridge.

According to national online register, Focusnet, 33 major chains are interested in coming to Wiltshire's county town. Other companies looking at opening branches in the town include the Body Shop, TK Maxx, New Look, and the Arcadia Group, which includes Dorothy Perkins, Top Shop, Wallis, Miss Selfridge and Burtons.

Tim Edwards, of Trowbridge-based property agents Dreweatt Neate, said: "What a fantastic boost it would be for Trowbridge if we could accommodate just a couple of them." There are a number of multi-million pound projects in the pipeline in Trowbridge with the potential to completely transform the town into something civic leaders hope could begin to rival Bath.

On Tuesday developers Parkridge Developments revealed their ambitious plans for a £35m development, creating 200 new jobs, on the former Wincanton site in Bythesea Road at a Trowbridge Town Council meeting. Managing director Philip O'Callaghan said: "The reason very few of these big names have come to Trowbridge is the fact there are no modern retail units available in the town.

"We are proposing a figure of £35m investment in Trowbridge and that is not a figure that daunts us. We are committed to Trowbridge and feel our scheme will enhance not just this site but the town as a whole."

According to the developer's figures, 60 per cent of money spent by Trowbridge residents goes outside the town.

The developer also wants to improve links between the railway station and the town centre, the surrounding street environment and the pedestrian crossings across Stallard Street and Bythesea Road. If the plan, which includes 7,000 sq m of retail space, 1,200 sq m of office space, 70 homes and up to 240 parking spaces, is given the go-ahead the shops could be open by early 2008.

Parkridge is also in the running for the contract to carry forward the ambitious Riverside project at the other end of Bythesea Road, which could provide a multiplex cinema, ten pin bowling alley and leisure and hotel facilities, together with a new public library, offices and homes.

The scheme is with the Secretary of State because of its wide-reaching implications for the town. Just across the road another developer, Thiyan Investments, wants to transform Castle Place, the former Tesco site in St Stephen's Place and the former Peter Black site at Cradle Bridge into more homes, shops and leisure facilities.

Mike Williams, chief executive of the Wessex Association of Chambers of Commerce, said: "It is very encouraging that there are all these retailers expressing an interest in coming to the town, this bodes well for the future.

However it is interesting the same retailer names are being mentioned in connection with the Wincanton sites as at St Stephen's Place and we have to make sure it is not a question of robbing Peter to pay Paul. Each of the applications will be treated on an individual basis under the planning process."