Part of Kidderminster dating back to medieval times is being ruined by modern shop fronts say conservationists who today hit out at the “eyesores.”

The shop fronts at Blunts and William Hill bookmakers in Kidderminster are out of character, according to council officers.

A report drawn up by council officers says Church Street, next to St Mary’s Church, is an important conservation area because of its historical significance. The council has listed the important landmarks and other prominent buildings.

However officers, who want to boost the area’s heritage, say that modern alterations made to the premises of Blunts Shoes and William Hill are “inappropriate and alien”.

Thomas Blunt spokesman for Blunts said the company had just spent £10,000 on new fixtures at the Bullring store including a new sign.

He said: “The council should not be worrying about signs they should be looking at things like parking problems which are more important.”

Graham Sharpe spokesman for William Hill said: “We don’t want to be singled out like this. We’re baffled. Shopping areas are modern but we don’t think we’ve flouted any planning rules.”