A new clothes shop was ordered to remove its controversial sign, Watford Borough Council has confirmed.

Diva, which sells low-cost womenswear, moved into the former Moss Bros unit in February but its shopfront divided opinion online.

The shop used to be covered in a dark grey paint when it housed the suit makers, but the new business added a large white façade with its name and “1,000s of items for £10 or less”.

Watford Observer: The signage divided opinion among Watford locals.The signage divided opinion among Watford locals. (Image: Roger Middleton)

Earlier this month, images emerged of the logo removed sparking questions over why, which WBC has now clarified.

A spokesperson said: "We received several complaints with regards the new signage at Diva. The signage was added without any advert consent, however, the owners and agents for the property acted promptly at our request to remove the illegal signage.

Watford Observer: Diva is still open, but without its controversial shopfront.Diva is still open, but without its controversial shopfront. (Image: Newsquest)

"Planning enforcement always seek to solve any planning issue by informal means before taking any action."

Diva did not respond to a request for comment.

The shop drew a mixed response online when it opened in February, with some criticism focusing on its shopfront.

One commenter branded it "cheap and tacky mixed with historic picturesque", while another said: "Surely the council would want more tasteful ones on such an old building."

But someone else welcomed the store, stating: "It's not a bad shop, I've actually picked up some nice trousers for my holiday at £6 a pair."

Watford Observer: Inside the new clothes shop at 70 High Street.Inside the new clothes shop at 70 High Street. (Image: Newsquest)

Others also defended the addition claiming "better than empty and boarded up surely".

The 3,342 square foot unit was listed on Rightmove in February for £7,917 per month after Moss Bros, now renamed Moss, moved to its new location in atria Watford’s upper mall in March last year.

Its ground floor and windows now feature racks of unbranded skirts, dresses, blouses and jeans in various colours, while the first floor is closed to customers.

The property containing 70 High Street is a locally-listed building dating from 1927 or 1928.

Watford Observer: The Compasses pub circa 1930.The Compasses pub circa 1930. (Image: Watford Museum)

Although the majority of the building is from the 20th century, the southern section used to house The Compasses pub, which was founded in the early 18th century.

Watford Observer: The window from the early Compasses building.The window from the early Compasses building. (Image: Watford Museum)

While the pub closed around 1980 and became a shop, the side facing Market Street still contains a timber framed window from that era which has survived the test of time.