A LANDMARK toy and bicycle shop run by the same family for nearly 80 years is to close down because they say parking restrictions have killed off their trade.


Ditchfield's, in Leyton High Road, first opened in 1934 as a small newsagents but expanded and grew to become one of the borough's most-loved independent stores.


But it is now closing down due to a dramatic loss in customers following the introduction of a Controlled Parking Zone (CPZ) permit scheme in the Bakers Arms area last autumn, which was launched the same month as the opening of the Westfield megamall in Stratford.


Current manager Ian Linsdall, whose grandparents and great-grandfather opened the shop, said: “It's the saddest decision we've ever had to make”.


“We are really touched by the support from our customers, many who have been loyal for several generations, and it’s unbelievable how upset everyone is - and not just customers.


“But we reckon we've lost about 20 per cent footfall since last autumn. The recession and the Olympics hasn't helped but the main reason is because there's nowhere to park round here anymore.


“We have to pay over £10,000 in rates, and all the bills, taxes and insurance are going up. With such a loss of customers we just can't keep going.”


He added: “There have been lots of shops closing down at the Bakers Arms and more will follow. The council has ignored the warnings and they don't care about us.”


His father Len Linsdall, 77, who ran the shop before him, said: “The main reason is the CPZ.


“We get quite a lot of people coming from outside the area but once some customers started getting parking tickets they never came back.”


They said an increase in car park fees and the council's decision to close the one in nearby Stanley Road gave them even less hope for the future.


Mr Linsdall said the provisional date for the shop's closure was December 15, although that may change depending on how quickly they get rid of their remaining stock, which is being sold at a 25 per cent discount.


In response to the claims Cllr Clyde Loakes, cabinet member for environment, issued a statement which said: "The CPZ was introduced after a consultation with local residents.


“The consultation revealed that a majority of respondents wanted a CPZ to be introduced."