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Tony Fitzgerald is an M&S regular.

About once a fortnight he makes the short journey from his home to the Marks and Spencer's Simply Food outlet.

But there's something about the shop that's been driving him crazy - and he's spent the last 10 years trying to sort it out.

What catches his eye every time is the sign at the entrance to the store – Welcome to M&S Pontarddulais .

But the shop is actually on Pontarddulais Road Retail Park in Fforestfach .

Now after writing to the company on a number of occasions over the last decade and getting nowhere, Mr Fitzgerald has gone public with his call for the error to be rectified.

"The first time I raised it was way back in 2006," he told the South Wales Evening Post . "It is completely and utterly wrong. It is nine miles away from Pontarddulais.

"Pontarddulais Road Retail Park has rather a lot of characters, so in order to accommodate the address on the M&S property database at head office, some bright spark simply removed the word 'Road'.

"So it is known, within M&S circles, as the Pontarddulais Retail Park. And where do you expect to find Pontarddulais Retail Park? Well, in Pontarddulais, of course.

"I have had repeated correspondence with M&S head office about this and they have, unbelievably given the evidence, stated that they don't intend to change the name of their Pontarddulais store. They really believe that they have one there."

Mr Fitzgerald has also considered some drastic action to make his voice heard.

"I was even thinking of buying one share, which entitles me to attend the AGM, and I could make my point there," he said.

It doesn't look like he's going to get his way any time soon.

"The store is named after the Pontarddulais Road Retail Park," said an M&S spokeswoman.

And she said that anyone who had any concerns was more than welcome to meet the store manager to discuss them.