A building supply store owner is outraged after a rival’s advert appeared on a billboard next to his shop.

James Matthews, co-owner of Wimbledon Builders Merchants in Gap Road, fears the sign advising customers to a newly opened Selco Builders Merchants store is ruining his 27-year-old business.

He said: “I just feel this is not fair – we are a small business. It’s fair enough for Selco to put up a sign, but not right outside our place.

“I feel really upset and angry about it, but there is not a lot I can do. Why do people go and do this?”

Mr Matthews added he had been in contact with the billboard company JCDecaux and been told there was nothing that could be done.

Chris Cunliffe, Selco managing director, said: “We apologise for any inconvenience the position of our advert may have caused.

“This advert is part of a wider advertising campaign to communicate the opening of our new Wimbledon branch, which has created more than 50 jobs, in line with our company-wide policy to employ people from the communities in which we operate.

“The advertising campaign includes prominent positions on main roads and thoroughfares.

“It is unfortunate in this case that this particular advert was located outside an existing building material supplier.”