"SADNESS" is in the air after a shop revealed the closure of its Droitwich store.

Nelly Noo, a store selling various baby items and clothes, will move its business online after experiencing a "tough" six months.

The shop initially moved into St Andrew's Street three years ago, but say it has become no longer viable.

A spokesperson for Nelly Noo said, "Over the past 18 months, local retail has taken a significant hit, not just here in Droitwich but in many towns as well.

"Unfortunately, I do not think it is getting easier for small business owners who would love to have a presence in our local towns.

"As a small business it can be very rewarding, but also so hard to keep a trading shop going.

"The shop is all-consuming and plays with your emotions like a rollercoaster.

"You have highs, and you have lows... but the lows have become more and more, and it becomes a mental battle to do what is right.

"Which makes this decision so hard, but it is one that needs to be made."

The store will officially close on July 31 but will be open via its website for all sales and enquiries. 

Since opening, the store has grown and now ships items to Scotland and Cornwall.

The online store will aim to continue to offer the same services but without the base its Droitwich store provided.

The staff at Nelly Noo have thanked all its customers and regulars for the support it has received over the years. 

"I really cannot express enough the gratitude and love that we have for you all and thank you for keeping us in the town for so long.

"But this is not the end of Nelly Noo, the website will be there for your orders no matter what.

"From the bottom of our hearts again, thank you for the love and support."