Ann Summers will open the doors to its first Swindon store at midday on November 2.
A live mannequin will appear in the window of the Regent Street store. Lingerie, massage oils and sex toys will be on sale.
Spokeswoman Rebecca Franklin said she expects the new store to become one of the most successful in the country. She said: "Ann Summers is all about attitude. Our customers are fun, confident people. It makes no difference what age, gender, sexuality or status you are."
The Ann Summers brand first hit the streets of Britain in the 1970s. There are now more than 100 stores around the UK.
Ms Franklin said: "Sometimes three generations of one family will visit a store together and have fun joking and shopping."
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