A Sussex-based firm has become one of the most successful model kit retailing businesses in the country.

In the run-up to Christmas, ModelZone is completing a record-breaking year.

At a time when many retailers are struggling, it has more than doubled its turnover.

Managing director David Mordecai decided to re-brand the group from being a traditional model shop to something more modern and eye-catching for the 21st Century.

The re-brand has been a success, with six new stores added to the group this year. At the re-fitted Brighton store turnover is up by 85 per cent on last year.

Mr Mordecai said: "We listened carefully to what our customers said and concentrated on our core market of quality products with assistance from knowledgeable staff. It may be a textbook approach but it has paid off.

"We couldn't have done this without excellent teamwork from a workforce which has more than doubled this year."

ModelZone has its head office in Lancing. Its original shop is in West Street, Brighton, with others in Eastbourne and Crawley and as far away as Newcastle.

The 14 stores stock a wide range of models from Thomas the Tank Engine and Bob the Builder to radio-controlled models for the serious enthusiast and perennial favourites, Scalectrix and Hornby Railways.

Prices range from £5 to £500 and the age range of customers is from three to 103.

Mr Mordecai said: "We want to move away from the idea models are a male preserve. Our new image is designed to make our store welcoming to all members of the family.

"We wanted to get over the idea that model-making can be fun and trendy with kits of Scooby Doo and Spiderman.

"Most people didn't even know such models existed.

"Once we changed the look and the layout of the shops, people realised it was not just a hobby for people in anoraks and it is fun. We started to increase the number of customers more than we had expected when we started making the plans."

DMH, the law firm based in Brighton, has been helping ModelZone fulfil its expansion plans and completed the acquisition of three more stores in time for the Christmas trade.

Lawyer Terry Roper said: "It's great to see a good idea, based on sound business sense take off. The stores lend a much-needed touch of individuality to High Streets and shopping centres."

Not content with success to date, the firm will ropen more stores in the New Year.

Meanwhile, for people in search of a perfect Christmas gift, Mr Mordecai predicted the Hornby model of the Harry Potter Hogworts Express was bound to become a classic.