Scottish hair and beauty chain Semichem has 120 high street stores across Scotland and Northern Ireland, and has chosen South Shields to launch its first branch in England.

But despite only a handful of positions being on offer, the firm was deluged with hundreds of applications – more than 30 for each position.

Semichem said it was overwhelmed, but delighted, with the response to their online job adverts.

And Coun Michael Clare, lead member for jobs, enterprise and regeneration, said the store's move was a vote of confidence for the town.

He said: "I'm delighted that Semichem is on its way to South Shields, and it is particularly encouraging to hear that this will be the company's first store in England.

"This is a vote of confidence for the borough. The shop will create jobs, enhance the retail offer in South Shields town centre, and I look forward to its opening."

He added the council was working with the owners of other empty shop units to have them filled at the earliest opportunity.

He said: "We do not want to see empty shop units in the borough and, though many of them are private properties, the council is working hard to support the promotion of these units with the aim of seeing them filled as soon as possible."

Patricia Dunn, from Jobcentre Plus in South Shields, said: "Retail vacancies are the most popular in South Tyneside, with around one in 10 people on Jobseekers' Allowance in the area looking for retail work."

A Semichem spokesman said: "With 130 stores across Scotland and Northern Ireland, it's an obvious next step for the Semichem brand to move south into England."

The firm has now lodged a planning application with South Tyneside Council to get permission to put up new signage.

The new store will be based at 57 King Street, which was left vacant after discount shoe retailer Jonathan James closed down in December.

Semichem was established in Scotland in 1977, selling health and beauty products and discounted perfumes and aftershave.

Four others are set to open in North East England after the South Shields store.