plans for a Homebase store on the edge of town will be "another hammer blow to local retailers".

That is the warning from Ken Davies, president of Ledbury Tourist Association.

Pettifer estates is building a £3.5m complex on the Lower Road Trading Estate and the DIY giant has taken a 20-year lease.

Mr Davies, of Falcon Lane, said: "I strongly dispute the comment made by Andrew Stanley, associate director of Pettifer Estates, who says that it will increase the tourist industry in the area. Nothing could be further from the truth.

"Visitors come to enjoy the unique aspects of the town and its small retail shops, which provide a personal service.

"Most visitors have a Homebase or other large DIY store in their own areas and they come here to escape to a slower way of life. Ledbury is in danger of becoming another dormitory town and losing its historical character."

Mr Davies' concerns have been echoed by Elizabeth Carrington-stait, of Isaacs Shoes in The Homend.

She said: "I agree that any new jobs in and around Ledbury are very welcome but how many small businesses will this effect and how many will not be able to compete?

"Shops just don't spring up. It takes a lot of hard work, mentally and physically. Ledbury has always had small individual shops and, call it old fashioned but people like the service we give them.

"I feel very worried about our future. Are we going the same way as Malvern, full of building societies and charity shops?"

Homebase said around 40 jobs would be created at the store, which would have 21,000 sq ft of DIY floor space and a 10,000 sq ft garden centre.