THE doors are closing for good at one of Kidderminster's most popular stores, which has been drawing shoppers into the town centre for 35 years.

News that Waitrose in the Swan Centre is to shut in July, when a new state-of-the-art outlet opens in Droitwich, has been described as a "great loss".

Customers have told the Shuttle/Times & News of their disappointment, while chairman of Kidderminster Town Centre Partnership, Peter Picken, said the closure would "inevitably lead to the loss of some customers" in the older part of the town.

Traders have claimed it is already suffering following Marks & Spencer's move to the new Weavers Wharf development.

"Waitrose offers another dimension to supermarket shopping and it's very sad news ... it will be a great loss to the Swan Centre and the town as a whole," Mr Picken said.

"I think it will affect shopping in the town and, of course, one has to look at opportunities to encourage people into the town."

He added: "Certainly, Weavers Wharf has been a success in drawing people into Kidderminster and we would hope that, whatever happens, these people will visit the older part of the town as well as the new. But the closure of any quality store like Waitrose will inevitably lead to the loss of some customers."

Nigel Wolfenden, who owns Natural Break coffee shop on Blackwell Street, said it had an adverse effect on his business when Waitrose closed its separate wines and spirits department around three years ago.

He feared the impact of the main store's closure and said he was "devastated".

He explained: "I use Waitrose for all our daily needs at the shop, so its fresh every day, and I don't know where I'll go now.

"A lot of our clientele shop in Waitrose so we're upset about that as well."

Wyre Forest District Council's cabinet member for economic regeneration, Councillor James Dudley, dismissed fears for the town centre, however.

"I think it will be an inconvenience that the people who work in the town haven't got a grocery store right outside their office but I don't think it will have a detrimental effect and someone modernising that site will benefit the area."

The council's economic development and tourism manager, Steve Singleton, added the council was working to attract more retailers, shoppers and visitors to the town.

"Waitrose has taken a commercial business decision to leave. However, the number of retailers coming to the town is continuing to grow and there is a healthy property market in the town centre," he said.

Waitrose managing director, Steven Esom, said all 75 employees were being offered the chance to work at the Droitwich store, which will be twice the size of the Kidderminster branch.

"We have looked carefully at the position of our Kidderminster branch and decided that the 35-year-old shop does not offer the kind of shopping environment which customers would expect from Waitrose," he said.

"By timing the closure of Kidderminster to coincide with the opening of our new Droitwich branch, we will be able to ensure that our partners (employees) have the opportunity to remain with the business."

"Their experience and expertise will be invaluable in ensuring that we can offer a first-rate service to our customers at Droitwich."