Bridgend funeral director Wyn Jones is upset by plans to sell lingerie, soft-porn videos and sex toys next to his chapel of rest in the town's Market Street.

Mr Jones is concerned that the shop's customers would rub shoulders with grieving relatives visiting his parlour.

He has started a campaign with other shopkeepers to block the application for the sex store.

"It's a disgrace"

Mr Jones, 51, has accused council chiefs of lowering the tone of the street, where his funeral parlour has been based for more than 20 years.

"It's a disgrace," he said. "It is not right that people mourning their loved ones should have to see people gloating over sex aids.

"It is totally out of character for a sex shop to be next to a funeral premises and we are sending in a strong objection."

The application for a licence to open the sex shop has been put in by businessman William McNerney.

Shoppers are joining forces with traders and are threatening to demonstrate against the plans.

"Heard complaints"

The premises in question are less than 500 yards from a local school and next to other shops.