The Ann Summers chain of lingerie shops says it will appeal a legal move by Dublin Corporation to have its new O'Connell Street branch, specialising in "underwear with attitude", shut down.
Within hours of the controversial shop opening opposite the GPO yesterday, the corporation notified its management that it was seeking its closure.
The corporation, which sent Ann Summers a hand-delivered letter, says the shop, a branch of the British chain which specialises in "exotic lingerie and marital aids" is in clear conflict with the aspirations of its Integrated Area Plan for O'Connell Street.
Shortly before 5 p.m. yesterday it served notice of an order for "discontinuance of use" under the Local Government (Planning and Development) Act, 1963.
The British company has one month to appeal the decision to An Bord Pleanala, and can continue to trade in the interim. If the appeals board upholds the order, the shop will have to close.
A spokeswoman for Ann Summers said she was "very surprised and bemused" by the corporation's move and would appeal.
Its goods include lingerie, inflatable model women, Wonderbra bath pillows and "chocolate willies". The shop does not stock certain "personal products" available in British outlets, such as vibrators, but its managing director said this week that this could change in a month or two, depending on demand.
The O'Connell Street shop is the 23rd branch of the company, which has an annual turnover of £48 million.
Ann Summers did not need to apply for planning or any other type of permission to open in O'Connell Street, as permission for a shop on the premises - which previously housed a shoe store - already existed. It is understood that Ann Summers management expected the corporation's move to serve the order under the 1963 law.