Campaigners are rallying to support a family-run hardware shop they fear may be under threat if a national DIY chain is allowed to open nearby.

DIY chain Leyland hopes to move into the former Chesneys fireplace shop – once an HSBC bank – on the corner of Haverstock Hill and Belsize Grove.

But some fear it may threaten Belsize Hardware – a small independent shop in Haverstock Hill – and that the “tacky and vulgar” branding will be out of keeping with the area.

As the premises was previously a shop, Leyland does not need planning permission for a change of use, but has submitted an application for LED signs with its blue and white branding above the doors and windows, and vinyl stickers covering the windows.

Adam Selwyn, a member of conservation group the Belsize Society, said: "Replete with six illuminated ‘cold white’ LED signs and a load of vinyl stickers blanking out the windows, this is all much too tacky and vulgar for our leafy parade - after all, it is in a conservation area.

"The family owners of the wonderful Aladdin’s cave that is 'Belsize Hardware’ just up the parade, will surely lose out big-time to this voracious chain - sadly the usual big fish/little fish story."

How Leylands store will look in Haverstock Hill which locals oppose saying it is 'garish' and 'not in keeping with the conservation area'A graphic showing how the Leyland shop would look in Haverstock Hill (Image: Leylands BSM planning application)

Mohamad Hasan, owner of Belsize Hardware, opened his shop three years ago during the pandemic.

Mr Hasan fears his “small family business” will go under if Leyland opens.

He said: "The parade is too small for two hardware shops.

"They sell paint we sell paint. Even hooks and padlocks, all the same.

"Leyland is a much bigger shop with many branches. It won't be easy for me to survive in the area."

Campaigners fear Belsize Hardware in Haverstock Hill may be under threatCampaigners fear Belsize Hardware in Haverstock Hill may be under threat (Image: Linda Grove)

Linda Grove, who lives in the area, said the community would protest against Leyland, which she fears would bring traffic problems with its large delivery lorries. 

The community has managed to stop major chains moving in before. In 2015, campaigners pleaded with Barry Ackerman, director of Kingstar LTD, which owns shops including the former Chesneys site, to withdraw from lease negotiations with Tesco,

Comments can be sent in on the planning application until July 23, using the code: 2024/2771/A.  After that date they can be emailed to planning@camden.gov.uk 

Barry Ackerman and Leyland were contacted for comment.