The owner of a sex shop opening in Eastbourne tomorrow claims it is sexy, not seedy.

Rated-18 will sell clothes, sex toys, adult videos and magazines as well as novelty items like mugs and keyrings.

But a councillor today predicted the venture will prove a flop as the last sex shop in the town did not rouse enough interest.

Rated-18 will be run as an unlicensed shop until its owners are given clarification over its status by Eastbourne Borough Council.

Co-owner Daniel Austin, 24, from Hailsham, said he was trying to steer clear of the negative image of sex shops.

He said: "Our main aim was to keep away from the seedy side of it. We are just here to offer a service to anyone who wants to use it."

Mr Austin, who is married with two young children, hit upon the idea with his sister, who is his business partner.

He said: "We saw a programme about a shop in America run in the style of a Debenhams store and it went down a storm.

"We didn't want a sordid place. We wanted an open shop, which is why we have painted it with bright, light colours."

He said the shop in Seaside will display clothes and shoes in the window and keep more adult products at the back.

Councillor Beryl Teso, who represents the Seaside area, said: "It's pretty much the same as the one before.

"It closed because there was a lack of interest and I'm sure it will happen again."

The shop will be for over-18s only and staff will ask for ID from anyone they suspect is under age.

Mr Austin said there were still licensing difficulties over the shop, to open tomorrow at 7pm.