Maidenhead shoppers have been hit with some disappointing news as a highstreet favourite has put up closing signs.

H&M, located in the Nicholsons Shopping Centre, is set to close next week.

A sign seen by shoppers reads: "Thank you for shopping with us. This store closes on January 15. Find us in nearby Windsor or Bracknell."

Residents have taken to social media to express their disappointment at the news with one shopper saying 'Maidenhead really has nothing left' and another said 'I am shocked. We are like a ghost town'. 

A H&M spokesperson said: "During the last few years, we have seen a rapid change in customer behaviour that we cannot ignore.

"We continuously need to evaluate and develop our business to meet our customers’ needs and offer the best possible shopping experience, whether it’s online or in our physical stores.

"Our ambition is to continue investing in our customers, open new stores where we see opportunities and develop our digital channels.

"We continuously evaluate how we should invest in stores and sometimes decisions must be made to enable long-term growth.

"This means that we sometimes need to close stores. This decision has been made for our Maidenhead store.

"Customer behaviour is constantly changing, and we need to adapt accordingly. We want to be where our customers are.

"The physical store is still extremely important to us and will be a place for customers to shop, discover and be inspired.

"At H&M, we are constantly working to integrate physical and digital stores, we want to find the strength in each channel and make the customer journey smooth, says a spokesperson at H&M UK & Ireland.