Worthing councillors have received the town's first application to open a sex shop since 1986.
The application, submitted to the borough council on Tuesday, is for a licence to sell sex aids, lingerie, men's underwear, novelties, magazines and videos at a shop in Tarring Road.
Adult Entertainment Shops, which put in the application for premises in Tarring Road, wants a licence to sell sex aids, lingerie, magazines and videos.
The firm says it is aimed at couples in relationships rather than "dirty old men in raincoats".
A spokesman said Tarring Road was chosen because it is away from schools and tourist areas.
The windows would not be blacked out. Instead, there would be a small display of lingerie.
Principal environmental health officer David Bowen said the last application for a sex shop licence was in 1986.
It was turned down following uproar in 1981 when The Private Shop opened in Victoria Road, sparking demonstrations outside from anti-porn campaigners.
Steve Stevens, 81, a veteran campaigner against sex shops, said he would fight the application all the way. He said: "I think it's most unacceptable in a place like Worthing."
The application will be decided at a special meeting of the council environmental services committee next month.
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