COUNCIL chiefs have applied for £1.3m of funding to turn a traditional high street into a "vibrant" shopping hub.

Greenwich Council has asked a regeneration group to provide the money, so it can "rebrand" Eltham High Street.

If the funding bid is successful Eltham residents could soon be looking forward to more shops and a safer, more pleasant shopping experience.

The council has asked the London Development Agency (LDA) to provide a grant to fund its Future Eltham project.

Greenwich acting head of regeneration Mike Hows says the council wants to create a vibrant town centre, to attract more shoppers and businesses.

He said: "People will see environmental and safety improvements and a greater range of shops.

"We hope to create a new Eltham brand and make it a place its residents can be proud of."

A chunk of the money would be given to existing high street stores, to train staff and improve the appearance of their shops.

Cash will be set aside for extra security measures, which Mr Hows says could include extra CCTV cameras.

The high street would also undergo a "cleansing programme", to make the pavements cleaner and improve its overall appearance.

Mr Hows added: "This will benefit existing traders but we also hope it will attract more businesses to the area."

John Kennett, from interest group the Eltham Society, said: "We welcome anything which will improve the high street.

"It is important residents' views are considered. We hope there will be a full public consultation on how the money should be spent."

Opposition parties have given a cautious welcome to the news.

Deputy Conservative leader Councillor Spencer Drury said: "Investment in Eltham would be very welcome but the fact the council has asked for such a massive amount reflects how neglected it has been."

The council has asked for a further £1m, to fund a similar regeneration project in Plumstead High Street.

It will find out if its funding bids have been successful later this year.