Sleepy Horsham got a rude awakening with the arrival of its first adult shop.

The respectable town was chosen by bosses at adult chain Ann Summers for the second outlet in Sussex after market research revealed it holds some of the wildest home-sales parties in the county.

And curious shoppers quickly overcame their natural reserve yesterday to take a look inside the racy new arrival to the Swan Walk mall.

In minutes, the store was packed with women browsing for latex and lingerie.

But Leigh Squires, 23, beat them all to become the shop's first customer.

Finance worker Leigh knew what he was after and emerged minutes later clutching a black and red carrier bag. Inside were a pair of "passion cuffs", complete with fake leopard-print fur and key.

Leigh, from Uckfield, said: "They're fantastic. I'm looking forward to trying them out on Friday night."

When asked who the lucky lady was, Leigh replied: "Erm, whoever."

Shoppers found racy underwear near the main entrance of the store.

But at the back was an over-18 section stocking sex toys such as the Rampant Rabbit (made famous by US TV show Sex And The City), racy videos, oil, lotions and other exotic accessories.

The opening of the shop, which is the 87th Ann Summers store in the UK, was filmed by a crew making the programme Ann Summers Uncovered, which is due on ITV in September.

And far from being prudish about posing pouches and bashful about basques, shoppers said they welcomed the addition.

Joyce Mill, 70, said she had been to an Ann Summers party but was surprised the town had earnt its own store.

She said: "I would have thought a shop like that would do better in Crawley - they're all sex mad there."

She took a look around with her sister-in-law May Bearman, 84.

Mrs Mill said: "You know the old saying - there may be snow on the roof but there's still a fire in the grate."

The pair also admired the male model in the window, who wore a pair of red devil's horns and tight-fitting underpants.

He waved to passers-by from behind the glass with his matching red plastic wand.

Bob Patto, 84, from Horsham, said: "It's not my style but it's got all the lingerie I like.

"I might go in one day."

Shopper Lee Wyatt, 34, was out with his four-year-old son Gareth.

Mr Wyatt, from Horsham, said: "I wouldn't want my son wandering in there but the shop doesn't bother me. As long as the window display is tastefully done.

"It's no different to what is shown in the windows of Bhs. I don't know if I'd go in as a customer, though - I'm not sure my wife would like it. She prefers something a bit more classy."

Donna Mason, the shop's manager, said people had responded well. She said: "I was expecting some queries about the products but everyone's been very positive."