Portobello v Westfield - Traders in street fight with new neighbour

INDEPENDENT traders have launched a campaign to attract shoppers from Westfield shopping centre.

Stallholders at Portobello Road market are worried the new mall in Shepherd's Bush will see them lose business - particularly in the cold weather.

They have produced a poster featuring photographs of traders to show the diversity the market offers. One slogan on the poster reads "Only two stops from Westfield".

Campaigners are trying to raise £20,000 to use the advertising space at the new Wood Lane Tube station to boost their cause. They will leaflet bus stops suggesting routes people can take to Portobello Road.

Tim Burke, spokesman for Friends of Portobello, said: "We want to celebrate what we already have. We want the public to be thinking not about this great retail 'blob' but what's around it.."

Traders are also claiming that shopping on Portobello Road is more environmentally friendly than shopping in a large centre, with locally-sourced materials and second-hand goods.

Anthony Harris, manager of First Floor Restaurant in Portobello Road, said he tried to source as many of his ingredients as possible from the market traders.

He said: "I'm horrified Westfield is there in the first place. I'd very much encourage people to see Portobello as a preferable shopping destination and to come and eat here rather than in soulless chain restaurants in a horrible shopping centre. I'd like to take someone to task for it." Shop owners in Kensington Church Street were also worried. Boyana Vickery, manager of Caro Cuore, a lingerie and sleepwear shop said: "With the credit crunch things are in a bad way anyway and this will also have an effect on us."

A spokesman for Westfield said: "We believe Westfield and Shepherd's Bush are two different and distinct retail offerings and that Westfield will actually serve to attract more visitors to the area from London and beyond." Meanwhile, Portobello Road and Kensington High Street have been shortlisted for a "Britain's Greatest Street" award. The prize will be given by the Academy of Urbanism, which promotes city design.