COMMUNITY leaders in Trowbridge have brushed off a retail analyst report that says the town is one of the worst places to shop in the South West – but they admit there is room for improvement.

Harper Dennis Hobbs' Vitality Index studied more than 1,000 shopping areas across Britain, ranking Trowbridge at number 789, the fifth worst in the south west.

Towns are rated by 'retail health', looking at the mix of quality and budget stores, the number of vacant and independent shops and 'undesirable' retailers, such as betting shops, pawnbrokers, payday loan outlets, e-cigarette shops and bingo halls.

Despite the underwhelming score, community leaders said this week they did not believe the report gave a fair reflection of the county town and that it actually has a bright future ahead. They felt the decision by M&S, which will finally open its Foodhall on Wednesday, to come back to Trowbridge was a marker for the future.

Mayor Deborah Malik said: "What is undesirable to some isn’t the same for others. I do not think Trowbridge is downmarket at all. We may not be Bath or Bradford on Avon but we have our own uniqueness.

"There are a lot of things going on such as voluntary opportunities, sports, youth groups, the Town Hall and theatre. Vacant shops do need to be filled but steps are being taken to address that."

Chairman of the chamber of commerce, Tracy Parker, said: "It is disappointing to hear this as we have lovely shops in the town but we do need to get more independent retailers in, such as a bakery, butchers and delicatessen, so really the only way is up. We are working with businesses and the town council to try and attract people in. I think people focus too much on the negative in Trowbridge when there are lots of positive things to focus on."

Town councillor and Scholars owner Edward Kirk added: "Trowbridge has seen great improvement in its retail offering with the new developments and I would consider Trowbridge to be at the forefront in social entertainment with the cinema and new restaurants at St Stephens Place.

"Both traders and the council are working to improve shopping in Trowbridge and this is already happening, but it is certainly a tough and changing trading environment, particularly in the town centre, and retail businesses need to adapt their offering to survive."

However Michael Lojko, who owns The Old Sweet Works, in Church Street, said: "Without doubt changes need to happen in Trowbridge. People need a reason to come to the town but Trowbridge doesn't provide that," said Mr Lojko.

"I think there is merit to this report. Trowbridge really needs better shops. More and more places are becoming empty and that to me shows something is not right.

BLOB The new M&S Foodhall opens at Cradle Bridge retail park at 10am on Wednesday, bringing 50 jobs, 40 of which have gone to local people.