Customers have been left “absolutely gutted” after a popular independent shop announced its closure amid mounting pressure from online retailers offering “heavy discounts”.

Bay Running in Herne Bay today announced it will shut its doors for the final time next month sparking sadness and kind words from customers.

Announcing the news on social media, bosses of the Canterbury Road shop said: “Unfortunately, we have had to make the sad (and very hard) decision to close the doors of Bay Running Shop for good… in around four weeks.

“We have had a great six years (for the most part) but with rising pressures from suppliers and heavy online discounting, our small business just can’t compete.

“As you know the world is changing fast and online discount sales are more appealing than ever.

“We have an amazing customer base who we are beyond grateful for, and we thank you all so much for your support.

“We would like to say a massive thank you to Emily, who has been with us from the start and is absolutely amazing at what she does.

“She has been a huge asset to Bay Running Shop.

“Wherever she goes and whatever she does, her new employer will be so lucky to have her.

“And to Jen, who over the last year has been a huge asset to the shop, providing customers with her fantastic customer service and wealth of running knowledge.

“We are so grateful to both of you.

“We will continue the 30% discount off of everything in store, to sell through the stock over the next four to five weeks.

“No booking is necessary but please be aware that stock will be very limited.

“Going forward, we will still be offering coaching services with James.

“From 3D gait analysis, run coaching, personalised running plans, personalised nutrition coaching, strength training programs and more.

“Thank you for being part of the bay running shop journey.”

The Facebook post attracted almost 100 comments at the time of writing, as many wrote to offer their condolences.

“Really sorry to hear this. You offer such a great service and have helped my running journey since I started this year,” Malcolm-Lindsay Smith said.

Matthew Barraclough added: “Sorry to hear this mate.

“Certainly a tough time for local independent businesses and the fact you have lasted as long as you have is no doubt credit to your team service and expertise.”

Helen Campbell-Wroe said: "Oh I’m so sorry to hear this. Your customer service and knowledge just fantastic.”

Colette Archer continued: “Absolutely gutted to hear this. was really looking forward to coming back to see you.”