Sainsbury's has been welcomed to its new store in Crystal Palace, south east London, this week by local traders who threw a party to celebrate the boost to trade.

Malcolm Felberg, vice chair of the neighbouring Phoenix Community Centre which hosted the party, told The Grocer that when the store closed, local trade for businesses dived by 30-40%.

Croydon's Mayor and local MP and energy minister Malcolm Wicks joined Sainsbury's property director Peter Baguely at the launch.