ANGRY shop owners in Alcester have hit out at claims that the town is dying.

And they have urged shoppers to see for themselves what the town has to offer.

Rosemary Mosson, of evening wear shop Dress Rehearsal, in Swan Street, said she is incensed by claims town trade is suffering.

She said advancing technology had inevitably posed a threat to certain specialist shops in the town but added other businesses were doing better than ever.

"I have been here two-and-a-half years and my shop is doing exceptionally well, far better than I could ever have imagined," she said.

Mrs Mosson said Swan Street traders' biggest problem was many tourists were unaware the street existed and only shopped on the High Street. But she said store owners were in the process of addressing the problem with additional signs.

She added the street was home to other thriving businesses, including a bridal shop, gallery and jewellers, and about five more shops had recently opened in the town.

Fellow shop owner Linda Randell, of Linda Rose Lingerie, on Market Place, said the variety of shops and the lack of chain stores in Alcester was precisely what attracted shoppers to the town.

She said: "Unlike chain store stock, the items we sell are original and there is always something different available.

"As small individual businesses we offer a far more personalised service and are able to talk to our customers, learn what they want and meet their needs."

Mrs Randell, who took the shop over in March last year, said the turnover had already doubled and business was steadily growing.

She said: "Alcester is a bustling town and has a wide variety of shops for people of all ages. All I can say to people is come along and see for yourselves."