Passion and fashion retailer Ann Summers has opened its first store in the north and mid Essex area.
The doors opened for saucy underwear, games and toys in the new shop at the The Meadows Shopping Centre, Chelmsford.
The store, the 51st in the country and the third in Essex, drew the crowds on the opening day by using a live mannequin in the window.
The scantily-clad, daring model posed calmly in the window, while shoppers gathered for a peek.
There are currently two other Essex Ann Summers stores, one in Southend and the other in Lakeside Shopping Centre, Thurrock.
PR and marketing manager Philip Toomey said: "We had a great turn out and an excellent reaction from the people of Chelmsford."
Although rather racy inside, Mr Toomey said shoppers will not be faced with anything too surprising in the window.
After years of doing business through catalogues and parties, this new store is part of an ambitious new expansion plan that hopes to put 100 Ann Summers stores on high streets throughout the UK.
Another new addition for Chelmsford's shopping centre is Talia, a new boutique which opened in Baddow Road.
By Emily Banfield
Reporter's e-mail: emily_banfield@thisisessex.co.uk
Converted for the new archive on 19 November 2001. Some images and formatting may have been lost in the conversion.
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules hereComments are closed on this article