BIG name stores are destroying Droitwich High Street, according to a shop owner who is closing the family firm after 97 years of business.

Ironmongers Machin's shuts its doors for the final time in October because it cannot cope with stores such as Wilkinson's or Homebase, which have recently opened in the town,

And third-generation owner Andrew Machin believes he won't be the only one to suffer in the "battle with the brands".

"We just cannot compete with the big boys and it is now time to stop," he said.

"I think it is very sad we are closing and I know that our loyal customers feel the same way.

"People come here because we know the trade inside out. My grandfather bought the shop back in 1906 after doing his apprenticeship and it's been my family's livelihood since. There's very little we don't know.

"Unfortunately, our loyal customers are now either retiring or dying.

"Younger people seem content with the supermarket syndrome - finding goods for themselves and then hoping they have bought the right thing.

"I don't think I'll be the only one to suffer. Bigger name stores are completely changing the face of the town - and not for the better as far as I am concerned."

Another trader hit by the major chains is Phillip Ahmed, who has owned the small electronics outfit Spa-tronics for just five years.

Business has been so dire in the last 12 months that he is already thinking of packing it in.

"Business has drastically reduced in the last year and if it carries on then I will seriously have to consider closing down," he said.

"I blame the council for letting all these big name stores come in. They have taken away all the trade from people like me who are just trying to make a living for ourselves."

Not everyone thinks the superstores are bad for business though.

Town Mayor Coun Jan Bolton owns Executive Cleaners in High Street and believes family firms and big business can work side by side.

"I think the bigger stores actually encourage more people to the town, who then want to explore what Droitwich has to offer," she said.

"Bringing companies like Homebase, Wilkinson's and Waitrose to the town provides us with a marvellous opportunity to build on our businesses."

Town centre manager Lew Hammond agreed.

"I am surprised to see Machin's is closing down, particularly in view of the better times which are clearly ahead for High Street, i.e. the Waitrose development, markets, and other plans."