THE new head of the Braintree Town Partnership is hoping bring Braintree’s hidden gems to the forefront.

Although admitting the town lacks many big name brands compared to nearby rivals Chelmsford and even shopping centre Freeport, Rob Ely, believes there is plenty on offer in the town.

He said: “Braintree needs to become cool to get people into town.

“Things like Manzie’s pie and mash shop is exactly what the town needs.

“There are places like Crop the hairdressers which would fit in in south London.

“Some of these places people do not even know they are there.

“We need to do a better job of promoting what the town has to offer.”