An application for a sex entertainment licence for a shop in Chesterfield Road was rejected this week after pressure from the local community.

A council licensing committee decided that premises called The Naughty Company, near Valley Road, would be unsuitable for the area.

Concerns were raised about the location being near a bus stop and on the route of schoolchildren as well as part of a district with signs of regeneration. After the verdict, the applicant said he would appeal, questioning the grounds for refusal.

There were 24 public objections to the application, and nine objectors spoke against it before the decision was taken on Monday.

Protesters said the premises were next to a main road, near two primary schools, Meersbrook Park, places of worship, restaurants, a new medical centre and a swimming pool. One objector said: “This sort of establishment does not fit in with the character of the locality. It causes offence and attracts the wrong sort of people. This part of Chesterfield Road has some great independent shops and cafes on it. A sex shop will damage local businesses.”

Another protester also complained: “I would find it offensive and degrading as a woman to have to pass this shop regularly.”

Applicant Paul Darker said he was “disappointed” at the decision, having had a sex establishment in the area back in 2012.

Regarding the council’s reasons for refusal, he said: “I can’t see what a medical centre in the area has got to do with any business wanting to open up in the area or a swimming pool which I believe is nowhere near the proposed premises.

“Also the fact that a church is mentioned in the report should have no bearing on the matter as the council’s legal advice clearly states that moral opinions cannot be taken into account.”

Mr Darker said he had spent £2,600 on the application fee, which was non-refundable.

“Having invested time and money into expanding my business I do plan to appeal the decision to the magistrates court.”