Hundreds of people queued along the street, some from 5am, for today's opening of a new shop.

Korean beauty brand Pure Seoul had promised free gifts for the first hundred customers through the doors.

The highly anticipated opening on the site of what was shoe shop Kurt Geiger comes after the retailer signed a ten-year lease on the premises.

Pure Seoul has opened its doors today in Brighton’s North Street (Image: Cath Cookson)

An Argus reporter counted up to 313 people queueing outside the store at around 11am. The line stretched from the bottom of North Street all the way up to the entrance of Meeting House Lane.

The shop, the brand’s fourth UK store, offers a selection of almost 1,000 Korean skincare, haircare and make-up products. 

Alfie and his partner had been waiting in the queue since 6am (Image: Argus)

Among those in the queue from 6am was a shopper from Worthing, who gave his name only as Alfie, and his girlfriend, who were near the front. She said: "I came down from London and stayed at Alfie's house so we could get here together.

“We are really into Korean beauty products so it was a bit of a no brainer and the goodie bags are the real selling point."

(Image: Ramy Abou-Setta / The Argus)

Before the store opened staff members came out to give the first 100 customers blue wristbands to secure their goodie bag status. However, customers had to spend at least £30 to be eligible for one.

A group of brothers who had been camped out since 5am to get goodie bags for their partners said: “We've literally been here since around 5am just to get our partners Korean beauty products.

“They deserve it and even though our legs hurt, we know it will be worth it."

Bobby a student at Sussex University with her goodie bag after waiting in the queue since 6am (Image: Argus)

Not everyone was aware of the minimum spend at the time and one disgruntled woman asked staff: "Some people here don't know about the £30 purchase requirement so if that's the case will there be goodies bags left over?"

The staff said they would deal with it when the time came but that they only had 100 wristbands to give out.

Pure Seoul’s CEO Leslie Tang cut the ribbon and announced the opening of the store (Image: Ramy Abou-Setta / The Argus)

The grand opening of the store had to be pushed back by 20 minutes to make sure that everything was in place for the unexpectedly large turnout.

Pure Seoul’s CEO Leslie Tang cut the ribbon and announced the opening of the store. He said: "Sorry to everyone for the wait, we wanted to make sure that the shop was all clean and ready for all of you. 

"Thank you to everyone who has been waiting, we are extremely excited to open a store here in Brighton. 

"Without further ado, we welcome you to Pure Seoul Brighton.

Pure Seoul is now open and bustling with shoppers (Image: Ramy Abou-Setta / The Argus)

“We've had a great turn out with people coming from far and wide to our store.

"This is our fourth in the UK and we are so pleased with being in Brighton. This has been over a year in the making and we are happy to finally open."

'We've had a great turn out with people coming from far and wide to our store' (Image: Ramy Abou-Setta / The Argus)

The other branches are in London and Oxford.