A GIANT billboard featuring a model dressed only in a thong could soon be causing a hubbub in Blackburn on the back of the latest saucy venture in town.

A new Ann Summers store, which sells sexy underwear, toys and novelties, opened its doors on King William Street yesterday and was immediately besieged by fun-seeking, curious shoppers.

The controversial poster advertisement proclaiming the slogan 'Lancashire HotBot', which has already created a stir in Lancaster, could soon be on its way to Blackburn if a trial run is successful.

But vicars in areas where the posters are up are hot under their dog collars claiming the adverts are far too racy.

Retail and marketing manager Philip Toomey said: "The Lancashire HotBot billboard campaign is being trialled in three towns where there are Ann Summers stores until Friday. If the feedback that we get is positive then we'll roll it out across the country."

Shoppers' heads were turned yesterday at the store's launch when a model dressed in Ann Summers gear posed in the window of the shop, opened in time to cash in on Valentine's Day.

Manager Jean Brotherton, who has spent a spell working at the successful Preston store, said: "We are all about attitude. Our products are fun and sexy.

"We have a thriving party network around this area and we predicting the store will mirror the one in Preston which has been really successful and is our fifth best-selling branch.

"There's no stereotypical customer, we get all types of people of all different ages. They're usually just confident, outgoing people with a great sense of fun.

"We offer what no other high street store can."

Operations director John Clarke said: "There's really no typical age for Ann Summers customers. We do get everyone from aged from 18 right up to 70.

"We even have young women who come into our shops with their grandmothers. We also get a lot of men in our stores buying presents for their wives, especially around this time of year with Valentine's Day being just around the corner."

The chain is currently undergoing a rapid expansion and the Blackburn store is now the 77th to open worldwide.

Other branches in the North West include Bolton, Lancaster, Preston, but there are even ones as far afield as Spain.

Ann Summers started off as a small private company and expanded into a 'party plan network' where a host holds a party and introduces guests to the different products.

The successful firm has an annual turnover of £85million and also now has a burgeoning mail order and internet operation.