The Cruise Store is to open the UK’s first dedicated high street cruise travel agency in Chester.

Until now The Cruise Store has operated within Going Places shops. The new store will open on December 15 and will have brochure racks dedicated to individual cruiselines and a team of six specialist cruise agents.

Plasma screens will show cruise promotions and staff will operate an appointment service and host cruise evenings.

The Cruise Store managing director Gary Wardrope said: “Cruise is growing. This is about engaging the customer will a single-minded focus.”

Ocean Village managing director Peter Shanks said: “We fully support this store, but the trick will be in the training.”

Chester was chosen because it has the right customer base.