The future of a Solihull town centre will hang in the balance if regeneration plans are not given the go- ahead, according to developers.
Shirley Advance, which aims to transform the centre of Shirley with a £100 million facelift, issued the warning after recent figures revealed the shopping district had dropped out of the top 1,000 in the country.
Shirley's ranking as a town centre has fallen to 1,133th nationally, down 309 places from last year's 824th position, according to figures released by independent retail research group CACI.
It now stands behind nearby Birmingham rivals Acocks Green and Northfield, placed 907th and 384th respectively, according to the figures which look at expenditure at more than 2,000 shopping districts around the country.
Shirley is more than 1,000 places behind central Solihull, which stands at 45 in the CACI rankings.
Robert Birch, of Shirley Advance, said regeneration plans to build new shops, about 200 new apartments and a 600-space underground car park on land located on and adjoining Shirley Park would help revitalise the area.
Council chiefs in Solihull recently agreed that the plans fitted in with the local planning framework. However, a planning application has yet to be formally passed.
Mr Birch said: "It's clear that without major investment Shirley's position as a shopping destination is set to deteriorate still further.
"If we are to keep Shirley alive it needs a development that will make it, once again, a place where people want to shop."
He added: "Our proposals will benefit both new and existing stores by drawing back those consumers who currently shop elsewhere. They should also encourage other landlords in the area to start investing in Shirley.
"Without a major investment, the town centre risks falling still further behind its rivals."