UK- Larry Flynt, the American porn publisher, has opened his first Hustler Hollywood sex store in the UK amid great local interest.

Hustler Hollywood hopes to arouse celebrity interest in the shop

A team of Page Three girls and break dancers kept visitors entertained until the businessman arrived to take a tour of the shop in Birmingham’s High Street. The two-storey building is believed to be the largest adult shop in the UK.

The 6,000sq ft shop and cafe stocks products including lingerie, sex toys, body oils, scented candles, novelties for hen and stag nights, Hustler-branded clothing, books and jewellery.

It is decked out in velvet and leopard skin print with the more adult material displayed in walk-in pods, hidden from the view of the passing public.

Hustler hopes the outlet will create “sex wars on the high street” and promote the same level of celebrity interest as its shop on LA’s famous Sunset Boulevard.

“Don’t prejudge this store,” said Mr Flint. “People are always apprehensive when we open a store because they have all kinds if visions, like we are opening a brothel or something. That’s not what Hustler is about.”

UK project manager, Roger Ede, said it cost £4.7 million to open the Birmingham store and that it was projected to take £2.5 million in its first year.