Discount department store TJ Hughes has hailed the opening of its Bradford store as a "resounding success" and predicted a bright performance in 2006.

The store, which opened in the former Sunwin House in October, has reported a good performance during the Christmas and New Year sales periods.

Its bosses attribute its success to its conversion rate - the percentage of shoppers who make purchases in relation to how many visit the store.

Since its opening the store claimed a conversion rate of 70 per cent, well above the average of around 40 per cent for the retail market.

Fergus Patterson, store director of TJ Hughes, said that it decided to open its first West Yorkshire store in Bradford as they felt it represented the area with the most potential for growth.

He said: "For most retailers, 2005 was a difficult year to launch new stores. As well as being an excellent strategic move in the development of TJ Hughes as a nationwide retailer, it has already proved incredibly popular with local shoppers.

"Just three months in and we already have a loyal customer base. There is usually a significant slowdown after the 'January rush' but we are pleased to see that trade is in fact building well, footfall is increasing and sales are ahead of our expectations."

The store was opened after an extensive £3 million refurbishment of the old Sunwin House department store, following months of speculation as to who the new owners would be.

The massive 75,000 square foot building is one of Bradford's major landmarks and is now home to 110 full and part-time staff.

The store is now one of TJ Hughes' flagship stores and chief executive Robin Dickie said that he hoped for the store to serve one million customers during its first year of operations.

During its first month of sales the retailer had been getting as many as 3,000 people through its doors per hour.

And the store was further buoyed by a huge upsurge in Sunday trading.

Mr Patterson added: "A key challenge for 2006 is to maintain momentum after such a successful launch and to attract new customers."