The mayor of Bognor Regis, Cllr Eileen Anderson, cut the ribbon to open the shop at 9am. She then moved smartly aside to let those who had started queuing 50 minutes earlier be the first to sample its wares. Wilkinson has taken over the former Woolworths store in London Road. Cllr Anderson said: "It's absolutely fantastic. Everybody outside in the queue was just full of it and they said it's the best thing that's happened to Bognor Regis. We are so pleased. "They have just donated a cheque for my charity for 50 and that's great, too. It's going to be really good." Also there for the ceremony were Lisa Wilkinson, a director of the family-owned firm, Dave Thornley, the company's head of property, and store manager Sue Chapman. Shelves were stocked with goods as diverse as Christmas chocolates, picture frames, shampoo and front-door numbers. Staff handed out free Wilkinson-branded mints and balloons in the company's red livery. Steven Jones and Amy Walsh, on holiday from Yorkshire, popped in to have a look. Steven, 42, said: "They've got a wide range of products and it's very well laid out. I'd shop here if I needed something for the home." Amy, 38, added: "It's nice and bright and the staff are really enthusiastic." Wilkinson celebrated the launch with a pirate-themed activity day to commemorate the town's smuggling history. There were giant pirate stilt walkers, magician Magic Mikey and a pirate's treasure chest full of Wilkinson products. Gold coins were raffled off and cakes sold in aid of Chestnut Tree House, part of Wilkinson's charity of the year Children's Hospice UK. Wilkinson also made a donation to Bognor CAN, a charity supporting children, young people and families in less-affluent areas of Bognor Regis. What do you think? Send a letter to news@chiobserver.co.uk or leave a comment below. Click here to go back to Chichester news Click here to go back to Bognor Regis news Click here to go back to Midhurst and Petworth news To tell us where in the world you are reading this story click here to add yourself to our readers' map.