The head of a chain of sex shops says his latest venture in Staffordshire will be open by Christmas, with work starting on the store in the next few weeks.

The shop would replace the former Little Chef on the A38 between Lichfield and Fradley.

The boss of Pulse and Cocktails, which has 22 stores across the country, has written to Lichfield District Council applying for a sex establishment licence for the shop. Graham Kidd, Pulse and Cocktails’ director, said the northbound section of the A38 was the perfect location for his latest venture.

He says the shop will open regardless, and he only needs a licence to sell his range of adult DVDs. “We’re still waiting for the hearing, but we’ve now got the lease on the building,” he said.

“We can still carry on regardless, but ideally we would like to be licensed and regulated as all other shops are. I’m 95 per cent hopeful it will go through. The shop is in an incredibly remote position. There are a few houses yards away, but you have to walk through the woods to get to it.”

Leader of Lichfield District Council Michael Wilcox, who lives in Fradley, said: “I don’t think Lichfield is the right place for it, or the A38.”

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