Worcester City Council is breaking with tradition and backing a petition to save a major business and 700 jobs in the city.

And it is urging city residents to get behind the campaign to secure the future of Littlewoods Shop Direct, formerly Kays, warehousing and distribution operations in Bransford Road.

It wants people to call in to the Guildhall and its customer Service Centre in Farrier Street and put their names to the petition.

The appeal to the Barclay Brothers, which owns the business, was launched in the Worcester News on Thursday January 5.

It was instigated by one loyal employee who is passionate about the firm, which she says has given Worcester so much over the years, and it has the full support of the Transport and General Workers Union (T&G).

Council Leader Stephan Inman said: "We do not normally promote petitions but everyone is aware that the loss of the site would have a devastating effect on the workforce and their families as well as the wider community."

City councillors and senior council officers recently met with T&G officials to discuss the company's current position.

In September the firm said the Bransford Road site would close. A reprieve was announced at the end of October but its future remains in the balance and could be decided at a company review at the end of this month (jan).

The union has urged the Shop Direct management to offer options on third party businesses, or contract work with firms like Reader's Digest and Amazon, to take up any spare capacity at the warehouse but said the company seemed reluctant to explore this.

"The petition is only one aspect of ongoing dialogue between the city council, the union and Littlewoods Shop Direct," added Coun Inman. "But clearly we want to show our support in a practical way and we would urge as many people as possible to sign the petition. The more names we can muster, the more effective the petition will be."