Eager customers queued for more than an hour for the grand opening of a new QD store, which has been 20 years in the pipeline.
Doors for the shop in Millers Walk, Fakenham, were opened at 9am on Tuesday, in front of a crowd of hundreds.
Outside the entrance, the Fakenham Ukes kept the crowd entertained with a selection of ukulele covers of 1980s classics.
The first 100 customers were also treated to QD Store goodie bags.
Angela Glynn, Fakenham mayor, said the new business will be great for the town.
"It's a destination store," she added. Before it opened, the nearest one people had to travel to was Dereham, so I think this will be very welcomed."
Nick Rubins, QD chief executive, said the company had been trying to open a location in the area for 20 years.
"It's the perfect geographical spot. We're near customers along the coast and Fakenham is a great market town for us," said Mr Rubins.
The building was previously occupied by M&Co, which went into administration in 2022.
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