Struggling traders are reeling after Sainsbury's moved to open what would be the 30th supermarket convenience store in the borough.
The giant wants to open a Sainsbury's Local at a former furniture store and council housing office at 132 Wandsworth Bridge Road. The chain already has 'Local' branches in North End Road and nearby Landridge Road, as well as a full-sized shop a matter of minutes away in Townmead Road. Other chain convenience stores nearby include Tescos at Imperial Wharf, Kings Road and Fulham Road, and a Budgens and a Co-op in Parsons Green.
Just this week another mini Tesco opened in Fulham Palace Road, while the same firm is also exploring whether to open a further 'Express' branch in Fulham High Street.
Local traders believe enough is enough. They have seen business ebb away in the recession and say the rise and rise of local supermarket stores are further eating away at trade.
Nimesh Patel runs the Freshco convenience shop in Wandsworth Bridge Road which has been in his family since the 1970s. He says a supermarket simply wouldn't fit in with the identity of the street, which is renowned for its independent shops, and is in no doubt it will damage his business.
"This will eat into our profits and people's way of life. There are loads of independent retailers here who are already suffering because of the amount of these national chains in the area and now they want to open one in the road itself. It just won't fit in here because part of the charm of Wandsworth Bridge Road lies in its unique shops.
"They (the supermarkets) just seem to swallow up any empty unit they can and it's killing firms. We don't mind competition - everyone needs competition, but it has been allowed to get too much."
The supermarkets say that, as well as creating jobs, they actually help existing businesses because they bring in extra trade to the area. But Mr Patel is not so sure.
"The climate the way it is very difficult anyway and this will, without doubt, make things harder and harder. Why do they want another shop when they have a huge store in Townmead Road anyway?"
Organic butcher Randalls is similarly sceptical. Butcher Tom Hogan said: "Freshco is just two doors from us - why do we need a Sainsbury's? This is going to swallow up our trade.
"These places seem to be opening up every five minutes. When is it going to stop?"
Hammersmith and Fulham Council, which will hear the application later this year, refused to comment as it is a live planning matter, but a spokeswoman for Sainsbury's insisted another branch of the chain could thrive in the area.
"We carefully review all sites to ensure that a new Sainsbury’s Local will both benefit existing areas, such as increasing footfall and attracting further investment, while ensuring our customers are able to top up their weekly shop without having to travel out of the area. Following a review we are confident that there is an opportunity for a new Local on Wandsworth Bridge Road."
Tesco says its store openings are a vital boost for the economy. Its manager at the new branch in Fulham Palace Road said: "In this time of economic uncertainty, it is great that we are able to create jobs for our local community and help get people back into work."
That, though, will be of little comfort to the local traders who believe their very existence is threatened by the seemingly inexorable proliferation of the national chains.