'A charity shop is no longer what it used to be' - Inside Telford's new British Heart Foundation megastore that is one of the country's largest

After being empty since October last year, the unit in Southwater is now home to one of the country's largest British Heart Foundation's Home and Fashion stores that is proud to boast the biggest fashion department of any of the charity's shops. 

But on top of this, the store features furniture including sofas, cabinets, tables, wardrobes and other units, rugs, bedding, electricals including TV's, home decoration items, games, teddies, and more.

Printed on the wall are messages to shoppers that read 'Keep shopping, Keep donating, Keep hearts beating' alongside 'Find hidden treasure, Fund lifesaving research' - two slogans that outline the charity's goals and great work.

Branch manager of the new Telford store, Vinnie Ferrer said staff could not believe the queues and are extremely excited for the future. 

"They did not expect it, we thought it would be crazy throughout the day, but nobody would have expected to open the door and then the store would be so full so quickly," he said.

"We're just excited to be here, opening in the town centre in an amazing location.

"It's one of the largest, it's right up there. I believe it is the second largest store at the moment with the largest fashion department in the country.

"I am glad that the British Heart Foundation is moving to these premium locations where we can maximise not just profit for research but the amount of people that realise that shopping at a charity shop is no longer what it used to be, this is more upcycling that selling anything second hand or worn.

"I have seen online the amount of excitement that we were coming to town.

"Then everybody got a sneak peak through the windows and everyone said 'it's not what we thought, it is so much better'.

"I think because of where we are, and because this is a destination for shopping and next to the Telford Centre, it is always going to be busy which is great and guarantees that it will work out."

The British Heart Foundation (BHF) funds more than £100 million of lifesaving research into heart and circulatory diseases each year, in particular research by the Birmingham Platelet Group at Birmingham University.

Dr Jocelyn Auger from the research group and Department of Cardiovascular Sciences joined staff and shoppers for the opening and is delighted to see so many people supporting the store that will help fund her team's vital work.

"A lot of hard work has gone into this and what an amazing crowd there was outside," said the researcher.

"The BHF funds lots of research into heart and circulation conditions, specifically they are funding work at the Birmingham Platelet Research Group.

"I am so impressed, I didn't know what to expect. It is a chilly Wednesday morning but I am impressed to see so many and a queue of people waiting to see it open and it's testament to how it has been set up here. It's incredible."

Further information about the work the BHF do can be found on their website.