NYSE Euronext (NYX) plans to shutter a subsidiary stock-trading unit set up to handle big share orders, saying the venture failed to attract enough business.

The Big Board parent aims to stop operating the so-called New York Block Exchange on Feb. 28, exchange officials wrote in regulatory filing Friday, ending a four-year-old joint venture with broker-dealer BIDS Holdings LP.

"We thought it was an interesting market structure and tried it for several years, but haven't got enough traction to make it work," said Tim Mahoney, chief executive of BIDS, in an interview. A spokesman for the NYSE declined further comment.

The planned closure comes as NYSE works to trim underperforming investments and ventures as part of a plan to cut $250 million in costs by the end of 2014. Last fall NYSE Euronext moved to shut a Paris-based platform for trading greenhouse gasses and the exchange group aims to unload its investments in an Indian commodity exchange and London-based clearinghouse operator LCH.Clearnet.

The New York Block Exchange launched in 2009 as part of NYSE's efforts to fend off competition from "dark pools"--private electronic stock-trading platforms that have drawn business away from traditional exchanges. So-called dark pools were set up originally to enable large-scale investors like mutual funds to shift big chunks of stock without alerting faster-moving traders that inhabit exchanges, who may drive up the cost of carrying out a large transaction.

Stock trading on dark pool venues and brokerages that deal shares internally rose to a record level in January, reaching nearly 37%, according to figures from Raymond James Financial. NYSE has launched other efforts to attract business back to its exchanges, including a program introduced last summer to deliver more-attractive prices on share orders for individual investors that trade through discount brokerages.

NYSE and BIDS envisioned the New York Block Exchange venture supporting institutions that wanted to move 10,000 or more shares at a time anonymously by enabling trades to happen at a broader range of potential prices. On Friday, however, NYSE wrote in a filing to the Securities and Exchange Commission that the unit will close "because after years of operations the facility has not garnered enough volume to achieve critical mass and does not have strong support customers."

As it cuts costs, NYSE is working toward its agreed $8.2 billion takeover by IntercontinentalExchange Inc. (ICE), an Atlanta-based futures market operator.

Write to Jacob Bunge at jacob.bunge@dowjones.com

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