A SOCIAL housing provider has opened a Bradford city centre shop in a bid to stop hard-up people turning to high-cost lenders and loan sharks.

Incommunities says its Smarterbuys Store offers essential household items at affordable prices, as well as credit facilities for its customers.

The shop, which is on the ground floor of City House, Cheapside, in Bradford sells items such as washing machines, cookers, fridges, televisions, furniture, laptops and tablets.

Incommunities said the store was the first to be set up by a Yorkshire and Humberside housing association. It was officially opened by government minister and Keighley MP Kris Hopkins at a ribbon-cutting ceremony yesterday.

He said: "I'm pleased to see Incommunities become the first housing association in the region to offer this service, right at the heart of Bradford’s city centre.

"This new initiative will enable new residents to make their property their home, and I want to see more housing associations across the country looking to see what more they can do to support their tenants.”

The shop is the result of a partnership between Incommunities, the Northern Housing Consortium and the Charity Bank.

There are various finance options including weekly credit payment plans, as well as credit and debit card facilities at the store.

Products are also available for sale to the general public.

Geraldine Howley, Incommunities group chief executive, said: "We are committed to providing responsible financial assistance and advice to our customers, many of whom face living with tight household budgets.

"This new Smarterbuys Store provides affordable options and an invaluable alternative to getting into debt with unscrupulous high-cost lenders. It is also proving a great place to go for people moving home or looking to brighten up their own home."

Jo Boaden, chief executive of the Northern Housing Consortium, added: "The opening of the Smarterbuys Store is great news for Bradford and shows that Incommunities have a real desire to make a difference to residents' lives.

"By offering a genuine affordable alternative to high-cost lenders we can help people buy the items they need in a way that can mean they don’t have to go without other essentials or resort to loan sharks."