A SEX shop has opened in the middle of Poole’s High Street opposite a school uniform outlet.

Purrfectly Discreet, which opened on Thursday, has an over 18s warning on the door, and two large images of models in lingerie in the windows.

Yesterday shoppers and traders expressed their shock at the appearance of the store selling sex toys, clothing and accessories in the middle of the shopping strip, flanked by retailers including PMG Schoolware and a knitting wool shop.

Yet its owner already has plans to expand, and has applied to Borough of Poole for a sex shop licence to enable him to sell explicit R18 rated DVDs.

The shop at 82 High Street is in an already run-down part of town known for empty units, charity shops and cut price retailers, as well as problems with on-street drinking, drugs and begging.

Its appearance has raised fresh fears for the area, which is a walkthrough for tourists heading to and from the picturesque old town and quay.

Paul Gelernter, MD of PMG Schoolware, said he was ‘very disappointed’ about its position opposite his shop for school age children.

“It definitely has an effect on how that part of the high street is perceived – families will think twice before coming along here,” he added. “When people ask for directions to the schoolwear shop I don’t think I’m going to be happy to say go along to the sex shop and cross the road.”

Another nearby retailer, who asked not to be named, added: “The shops we’ve got are things like tattooists, gaming, pawn shops. It’s getting very sleazy.”

Ward councillor and former mayor Carol Evans said: “We want the high street to be a nice place for families – for me this is the death knell.”

Jonathan Sibbett, chairman of Poole Town Centre Management Board, said it would be ‘detrimental’ to their plans to ‘enhance the appeal’ of the high street.

“We feel that this shop will not fit in with the mix of current retailers and therefore affect the achievement of our aims.” Owner of Purrfectly Discreet John Budimir, 31, from Bournemouth, who also has a sex shop in Southend-on-Sea, told the Echo he had spent £100,000 on fitting it out, and wanted it to be ‘the best looking shop in Poole’. He added: “So many other licences have been granted in this area – you’ve got pubs, betting shops, a strip club and bar a few doors down – that’s why we chose this area.”

His licence application is now subject to a 28-day consultation until July 9, after which it will go before the licensing committee.