A policy change towards discount shops at a new £14million shopping centre has been denied, with Epping Forest District Council claiming that TK Maxx and Aldi are not “discounter” brands.

The first stores for the upcoming Epping Forest Shopping Park in Langston Road, Loughton, were revealed this week in a report for an upcoming meeting.

TK Maxx and Aldi were named alongside Next, Smyths Toys, Mothercare and Hobbycraft, despite a July council report claiming that no discount brands were being negotiated with.

However, a spokesman denied a changed in policy.

He said: “We are not talking to discount retailers.

“Whereas some of the names mentioned may once have been considered discounters (years ago), the market conditions have changed and most industry analysts would now say that they are all mainstream.”

TK Maxx’s website describes the clothes shop as an “off-price retailer”.

It adds: “We deliver great value on ever-changing selections of brand name and designer products at prices up to 60 per cent less than the RRP and at a significant discount to the prices in a department store or on the high street.”

Aldi is also well known for offering products at prices lower than more mainstream shops, with Wikipedia describing it as “a leading global discount supermarket”.

The council spokesman denied that more expensive brands were less willing to commit, saying “some of the strongest retail brands” are on board.

Asked if there was a risk that cheaper shops could hit business in council-owned Debden Broadway, he added: “Our plans are geared towards regeneration of the whole Broadway area with the shopping park retailers complementing traders operating from our other outlets in the Broadway.

“The shopping park is set to bring hundreds of new jobs and will be a major boost to the local economy to the benefit of everyone living and working in Debden.”

David Linnell of the Loughton Residents Association said: “Obviously there are still concerns but the initial batch do look like reasonably well-known retailers.

“The key thing obviously is they make a success of the retail park without doing too much to take trade away from the Broadway and Loughton High Road.”

He also called for construction – due to start on Monday (September 12) – and roadworks to be completed efficiently.

He said: “The sooner they get on and finish the better, both for residents trying to use Chigwell Lane and the shops in the Broadway.”

In an Epping Forest Guardian poll on Wednesday, 65 per cent of people were positive about the first confirmed brands and said they would be visiting as soon as they open.

The opening of the park is now expected in September 2017, a further delay after earlier dates of 2016, Easter 2017 and August 2017 fell through.