THE firm is now called Littlewoods Shop Direct but to Worcester people it will always be Kays. Down the years, generations of the Faithful City's populace have begun and ended their working days with this remarkable company that blazed the trail for the easy-terms consumer society we now take so much for granted.

However, there is a big question mark hanging over the future of the Bransford Road warehouse, casting an ominous shadow over the future of 700 jobs.

Shop Direct owners the Barclay Brothers said in September that the building would close. A reprieve was announced at the end of October and its eventual fate is to be decided later this month.

Today, this newspaper urges you to play your part in saving the last of Worcester's major employers. A loyal member of staff has started a petition to keep the St John's side of the operation going and we are backing her to the hilt.

We also call on the Barclay Brothers to think long and hard about the future of a company that for years has been an integral part of the working fabric of Worcester. This city just cannot afford to suffer a loss on this scale, particularly as our manufacturing base has taken such a pounding in recent years.

It may be five minutes to midnight, but all is not lost. In fact, there is everything to play for - Worcester people are a determined lot and can rise to the occasion when needs be. So take pen to paper and fill in the coupon on page 2. It may be late in the day, but there's still time.