Cr Shields said Wesfarmers, owners of stores such as Coles, Kmart and Liquorland, was not thinking seriously about Dubbo.

"There is no doubt in my mind that the executives at Wesfarmers need to get their act together and develop a new, exciting shopping destination preferably in Dubbo's CBD that incorporates new retailers to compete with their arch rivals Woolworths," Cr Shields said.

"Woolworths and Aldi see Dubbo as profitable, so why does Wesfarmers lag behind? It simply does not make sense."

A 'Bring Kmart to Dubbo' Facebook page created recently gathered almost 3500 likes in a week.

The page has been created to "get Kmart to listen" by creating some noise and having them deliver.

Within 24 hours of being established the page had over 1200 followers and a flood of comments from Dubbo residents and beyond supporting the idea.

Cr Shields said Dubbo was losing customers to cities such as Orange and Parkes, but having a store such as Kmart in the CBD would drive people to Dubbo from the outlying areas.

"There are 130,000 people who shop here and if we want to remain the hub of the west we need the best shopping facilities and the most variety."

He said the CEO of Woolworths Limited and the national Big W boss visited Dubbo because they identified the city's huge shopping base.

"With Aldi having its largest store in Dubbo, with Woolworths having three well trading supermarkets, with a massively profitable Big W, shareholders of Wesfarmers could be forgiven for demanding that their retailing division pulls up its socks in Dubbo and actually goes out and compete.

"The fact that we don't have a Kmart and we only have one Coles supermarket, which incidentally needs a mammoth refurbishment, is testament to my view that Wesfarmers have surrendered the retail war for western NSW to Woolworths."

Cr Shields said renaming the CBD was simply not good enough to attract people back into the area.

Wesfarmers were contact for comment but did not respond.