Traders have reacted angrily to suggestions Richmond’s shopping area is a clone of others up and down the country.

A report by the New Economics Foundation surveyed 117 towns, 30 of which were described as London villages, and 41 per cent were described as clone towns, where more than half the stores were chains.

The report, released on Wednesday, stated Richmond was the London village with the fewest independent retailers - five - in its “High Street”.

But there has been an angry reaction from the borough’s business community and the study, titled Re-imagining the High Street – escape from Clone Town Britain, has been labelled inaccurate and misleading.

Samantha Trinder, chairwoman of the Richmond Business and Retail Association (RBRA), said: “The report is somewhat misleading, as Richmond’s high street, George Street, makes up a small percentage of the town centre’s shopping area.

"The majority of shops in Richmond town centre are independent, featured around the lanes, Hill Rise, Richmond Hill, Red Lions Street, King Street, and Friars Stile Road.

“Richmond is still very much a destination attracting large numbers of visitors who come for pleasure shopping, to take advantage of the eclectic mix of boutiques, and specialist shops which we also have in abundance.

“Of course the exorbitant rents the high street commands make the location prohibitive to many small independent businesses.”

She said the report highlighted the way the world was changing and she recognised the way changing shopping habits was making life difficult for small retailers but said Richmond shop owners - with the support of the RBRA - was determined to retain the town’s individual character.

Anne Newton, from Richmond Chamber of Commerce, said her members did not agree with the survey’s conclusions and said its data was “not accurate”.

She added: “We do not have a traditional high street. We attract high foot fall through Richmond town centre as a consequence of our numerous independent shops, restaurants, bars and professional service providers - it is known to be a unique place to shop.”

Councillor Pamela Fleming, who represents the town on Richmond Council and is also cabinet member for communities, said large stores were important but there needed to be a better balance in the high street.

She added: “It is a great concern that over the years there has been no retail strategy for Richmond and the main high street of such a beautiful town has become dominated by chain stores and lost its identity.”

She said the new leadership at the council were keen to convey their vision and strategy for the area but wanted to hear from the community to find out what they believe would “restore character and identity”.