HIDEOUS. Tacky. An eyesore.
These are just some of the insults fired at Reigate's latest shop, whose arrival has caused unprecedented outrage amongst shopkeepers and residents in the town.
Selling everything from an inflatable dinghy to rugs, kitchen utensils, and hookah pipes, the Homeware Zone shop opened in the former Blockbuster store in High Street on Friday.
The business has been given a short-term lease at a low rent until a permanent tenant moves in. But it, and its brightly-coloured plastic wares displayed on the pavement outside, have caused uproar.
EastEnders star and local celebrity Shane Richie waded into the debate on Tuesday tweeting a picture of the shop and directing these words to Reigate and Banstead Borough Council's Twitter account: "How embarrasing @reigatebanstead you should be ashamed, how could you let this happen ?please RT". It was retweeted 40 times.
Reigate Business Guild chairman Shirley Cox was also horrified. She said: "It's in a conservation area near the old town hall. People have to be very careful – Nero couldn't have extra tables and chairs and then you get these things out on the pavement.
"It's just not Reigate. People are looking twice as if it's some sort of joke. They can't really believe what they are seeing. I just think it lowers the tone of High Street."
Residents took to Twitter to express their disgust, calling the shop "hideous", and demanding to know why it was allowed. Others countered, calling the backlash "snobbish".
Amar Singh, customer assistant at the shop, told the Mirror: "People are saying they are pleased we are here, and there is nothing like it in this area.
"The things on the pavement are within the area of the shop. Nobody has said anything bad to me about it."
Asked if custom was good, he said: "We opened on Friday. Every day is a new experience."
Shoppers taking in their latest outlet offered mixed thoughts.
Jeanette Barsalini, 47, from Redhill said: "I don't think it is Reigate. I don't like this kind of shop anyway. But I don't think it is so much the shop, it is the appearance, the way everything is laid out outside. But I would rather have something here than an empty shop."
However, Martin Smith, 31, who emerged from the red-fronted store having bought some duct tape, was in favour. "With it being in Reigate, a lot of people have a prejudice against anything that is lower market," he said. "I think that is counter-productive. A shop like this is really useful for little things you can't find anywhere else."
Nick Pocknall of estate agent Hurst Warne said a permanent business is expected to take on the unit in the autumn.
The new store did not require planning permission from the borough council as it did not constitute a change of use.
Residents have complained to highways authority Surrey County Council about the goods displayed outside.
However, the council told the Mirror it will not take action.
Spokeswoman Joy Ridley said: "While this display encroaches on the pavement, it takes up very little space and is not causing an obstruction. The pavement is wide, enabling people, wheelchairs and prams to pass."