An adult supermarket and self-branded “sexy superstore” is opening just off the A12 near Witham.

Pulse and Cocktails, the largest sex shop chain in the UK, is about to open its latest store in Rivenhall in what was until October last year The Empire Diner.

The business claims to sell the largest selection of sex toys, lingerie, naughty novelties, erotic books and films in Europe.

The new Rivenhall store will create five full-time jobs, with recruitment taking place in the coming week.

A spokesman for Pulse and Cocktails said: "We are delighted to be opening in Essex, in the time we have been in the area getting the store ready we have found the local people to be amazing, really friendly and helpful and we have only received words of encouragement from everyone we have come into contact with.

"We cannot wait to open the doors and hope the store is a successful as our other ex-Little Chefs."

The Rivenhall store will become the business’ 24th premises across the UK – with its flagship Rotherham store reportedly being the largest sex shop in Europe.

The spokesman continued: "Pulse and Cocktails stores are aimed at couples and are about fun and breaking down the taboos of the bedroom.

"The stores are fashioned more on a modern high street boutique than a traditional Adult Store.

"The recent 50 shades phenomenon has given a fantastic boost to the company - the books and films have encouraged many couples to be more adventurous in the bedroom."

Pulse and Cocktails is set to open during the week beginning April 23.

Tina Townsend, chairman of Witham Chamber of Commerce, said: “We are pleased to see the building being utilised and we wish the new business all of the best.”

Empire Diner, which was a popular hangout for car enthusiasts in Essex, closed in mysterious circumstances late last year.

No reasons were given behind the closure at the time, and the owners could not be contacted.

Family-run business Pulse and Cocktails opened its first store in Rotherham in 1997 and now owns seven ex-service cafe businesses.