TRADERS in a beleaguered area of Crewe have joined forces to try and breath some new life into the neighbourhood.

Business owners along West Street have formed an action group to develop the street as a credible commercial area.

Called Go West Street, the group is confident that by working together they can turn around the run down image of the area and can transform the street into a popular shopping destination.

The traders are hoping to exploit the street's tradition of family-run businesses, which give it a different character to usual town centre locations.

The group first met last month to discuss some key issues and will come together again soon to take the ideas forward.

The borough council's project development officer Darren Willets said: "It is important that local business people and public services work together to make life better for the local area.

"I am confident that forming an action group to develop projects and represent the views of local business people will make a positive contribution to local enterprise."

Pam Girdwood, who owns an optician's on West Street, said: "The street needs an injection of enthusiasm. It has been allowed to deteriorate and it needs a boost.

"By getting together as a group we can have a bit more clout when the council are suggesting things.

"It is quite a run-down road and has a few shops that don't look particularly wonderful. We've also got a boarded-up pub.

"We really need to tidy the place up a bit and get some funding so we can make improvements. We need the area to be improved considerably."

Any traders from West Street who want to attend the next meeting can contact Darren Willets on 01270 537432.