AFTER years of trying to attract new shops to Trowbridge it seems two developers may soon be battling each other for the same big names.

Foinavon, which owns the former Ushers Brewery site, confirmed last month that clothing chain Matalan was one of the retailers interested in taking a unit at the eight-store centre proposed for the old bottling plant.

This week, Allied London, which has submitted new plans for a retail and leisure development at the former Tesco site at St Stephen's Place, has confirmed it too has been negotiating with the clothing company.

A spokesman for Matalan said: "If we were to open any stores in the area there certainly wouldn't be two in the same town.

"We won't have confirmation of where any new stores are going next year for another couple of months."

Allied London was in discussion with another developer, Capitalis, to sell the former supermarket site but has now lodged an application to convert the building into two new stores and a privately-run health and fitness club.

The plan dashes any hope for a cinema on the site and Trowbridge mayor Jeff Osborn said he believes such a development would be better out of town, or even in Melksham rather than Trowbridge.

He said: "It is a question of business. It is with great regret that I say it, but Melksham would be better."

Cllr Osborn, who is also a district councillor with responsibility for development, said the St Stephen's Place site would pose problems for parking if a cinema was built there and that Melksham could offer more space and better access, particularly for people coming off the M4.

A cinema has long topped the wish-list of residents in Trowbridge and the Wiltshire Times spearheaded a campaign to get one for the town. Hopes were raised when Allied London took over the site and entered into negotiations with cinema operators but no agreements were made.

Jeffrey Ligo, chief executive of West Wiltshire District Council, told people at a Trowbridge Working Together meeting organised by the town council on Monday, that the bid had failed.

He said: "The cinema project failed because the market for cinemas in provincial towns collapsed."

The latest application for the site includes alterations to the main building, extensions and a car park.

Developers have urged civic leaders in Trowbridge not to allow ideas to get in the way of action when it comes to reviving the town centre.

The town council and West Wiltshire District Council have given their support to a conceptual masterplan commissioned by developer, Capitalis.

At the Trowbridge Working Together meeting held at the Civic Hall on Monday, representatives from other developers hoping to come to Trowbridge urged the councils not to let this delay their plans.

John McCready from Newland Homes, owner of the old bus depot site in the town, said: "We want to see the development of this site.

"We put in a planning application 10 months ago and we were asked to put it on hold for four months while this master plan was developed.

"We need to see some action the land is a like a bomb site and people want it to be developed."

Jeffrey Ligo, chief executive of West Wiltshire District Council, explained that the plan would have to take account of applications going through the planning process.

Nigel Tuersley, of Capitalis, explained the purpose of the plan and to warn against piecemeal development of the town.

He said: "I'm tired of seeing our towns and cities ruined by what passes as architecture when there is no need for it.

"We need to ensure we attract quality developers to Trowbridge and we can't do that without a plan."

Development director Paul Bench said: "The masterplan and its formulation should not be allowed to hold up the development of Trowbridge."