The long-awaited £27 million Brierley Hill bypass has finally opened to motorists, heralding the start of a new era for the town.

The jam-busting project has seen a new road built between Dudley Road and Church Street, with the aim of cutting the number of vehicles clogging up the busy High Street.

Delighted traders reckon the bypass will be a huge boost for business, by attracting more shoppers and investment.

Bob Mantle, aged 64, who runs BHF Florist in High Street, welcomed the opening.

He said: “This has been talked about for so long and now it’s finally come to fruition. I am absolutely thrilled to bits.

“I am sure it will make a huge difference to the High Street and stop the traffic queuing up the street all day long,”

Steve Yardley, assistant manager of Alan Warwick butchers in the Moor Centre, said: “I think it will be much better for the town. We have been waiting for the bypass for a long time.”

Councillor Angus Adams, transport chief for Dudley, added the new road would be the catalyst for the regeneration of the town.

He said: “The new road will offer immediate benefits to the town centre and surrounding area by reducing congestion in the High Street and making it a safer place for everyone to use.

“By taking traffic away from the High Street it will also mean a major improvement in the air quality.”

Work started on the bypass in April and has involved constructing a new road linking Waterfront Way with Pedmore Road.

Motorists in the area will now travel across Level Street and go past the Asda supermarket and Concord Market before linking up with Church Street.

Dubbed the parallel access route, it will be officially opened on November 6.