TRADERS in a 'suffocating, grotty and rundown' part of Halesowen are demanding the council pump money into the area to help revive it.

Retailers at Shell Corner are unhappy with what they perceive as the 'continuing neglect' of the area by Dudley Council, which has pledged to look into their concerns.

Local campaigner Parmjit Sahota, who ran a family business in nearby Blackheath for 14 years, has worked with traders to collate a petition.

So far, more than 650 signatures have been collected to demand action on a variety of issues, including cleanliness and a lack of car parking.

Mr Sahota said: "The feedback from a recent consultation exercise is that residents said the centre was grotty, with no proper shoppers' car park.

"Why is no money spent in our area by the council? We strongly feel the centre needs an urgent makeover.

"With a mini village of 200-plus homes being built half a mile along Nimmings Road, the council has a window of opportunity to enhance the centre so this new community can be attracted to a Dudley local centre for their local shopping needs.

"Or do Dudley Council want them to shop in Sandwell? Doing nothing is not an option.

"The centre is crying out for a car park and environmental improvements to breathe new life into the centre to enhance its appeal and support the traders.

"It is the traders' entrepreneurial spirit and tenacity that has helped the centre get through tough trading conditions."

Trader Joanne Tycer added: "The lack of parking provision in the centre is literally suffocating the vitality of the centre.

"Its rundown appearance puts people off using the centre. We need the council to do their bit and support our investment and endeavours and regenerate our centre."

Councillor Keiran Casey, cabinet member for regeneration and enterprise, responded: “Traders such as those in Shell Corner are the backbone of our local economy and we want to help them thrive.

"This is why it’s important we do everything we can to ensure that local businesses right across the borough have the help and support they need, so that we can continue improving our local shopping centres.

“I understand the concerns raised and have been discussing these issues and what more can be done to address these to ensure businesses continue to go from strength to strength.

"I will be meeting with the traders in Shell Corner in the coming weeks to look around, discuss their concerns and to see how we can work together on these issues."