American porn magnate Larry Flynt yesterday asked the British public not to prejudge his sex stores without trying them first. The legendary publisher opened his first Hustler Hollywood branch in the UK in Birmingham's High Street. Crowds of shoppers waited patiently outside the self-styled "erotic emporium" which stands at a pedestrianised crossroads opposite that mainstay of British retailing Marks & Spencer. They seemed to enjoy the glamour of the occasion and clapped loudly as Mr Flynt, who arrived in a black limousine and uses a golden wheelchair, cut the ribbon. He was then taken inside for a tour of the two-storey building, believed to be the largest adult shop in the UK. In order to get to the second floor, Mr Flynt, who founded Hustler magazine in 1974, was forced to use a lift in the neighbouring Boots store. The 6,000 sq 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 stimulate "sex wars on the high street" and arouse the same level of celebrity interest as its shop on LA's famous Sunset Boulevard. Mr Flynt, who was signing copies of his recently released autobiography Sex, Lies and Politics, said he hoped the British consumer would give his store a chance. He said: "Don't prejudge this store. "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. We thought Britain would be a great market. "Contrary to popular belief, I don't think sex is that different in England than in America." Mr Flynt reassured the public that his stores were operating under a standard retail licence and would not stock any illegal material. Hustler hopes to establish ten stores across the UK by 2012 and has plans to open its next branches in London's Covent Garden, Nottingham and Cardiff. Project manager Roger Ede said it cost £4.7 million to open the Birmingham store and it was projected to take £2.5 million in its first year. He said: "In this country there is a history and heritage of seedy sex shops in back streets. Being in the high street we have to sit comfortably with the other big retailers." The Hollywood Hustler concept was conceived by Theresa Flynt-Gaerke, daughter of Larry Flynt, who attended the opening. She said: "A Hollywood Hustler store is very classy. It is not seedy at all." | 
