Liz Hurley with two models as she opens her first boutique Press Association

LIZ HURLEY has been working on the tills at the opening of her first swimwear shop with some help on the sidelines from her husband Arun Nayar.

The actress, who was flanked by bikini-clad models, sounded relaxed and happy as she declared herself "thrilled" to launch the Elizabeth Hurley Beach Boutique in an exclusive outlet shopping centre in Oxfordshire.

The store is designed in the form of a beach hut and sits in the middle of the Bicester Village shopping complex which boasts 120 designer labels.

Wearing skinny white trousers and a pink kaftan with pastel patterns, the model told about 100 fans: "It's a huge thrill. Thank you all for coming. I'm going to be serving behind the till until 2pm."

Earlier she joked: "Fingers crossed I can work the till."

A spokeswoman for the outlet centre said: "She's being very game, wrapping up and personalising the presents."

Her husband looked at ease in a cream suit and pink shirt as he watched dutifully from the sidelines, chatting with friends.

The boutique is less than an hour from the star's home in Gloucestershire.

It stocks Hurley's own beachwear collection for adults and kids as well as Philip Treacy sun hats and Cutler & Gross sunglasses.

Fans queued diligently for the star to sign their purchases.

Proceeds from the sale of a limited edition pink bikini and sarong will be donated to Breast Cancer Research Foundation.

Earlier this week Hurley joined forces with Prince Charles to launch a new range of "modern, healthy organic food".

She has agreed to supply the Prince's sustainable food company Duchy Originals with produce from her 400-acre sustained farm in Ampney Knowle, starting with her organic poultry.

Her Gloucester old spot pork sausages are already extremely popular at farmers' markets across the county.

The shop is billed as "affordable luxury" with bikini bottoms and flip-flops starting at £15.

A full bikini costs between £55 and £60, with silk kaftans at between £120 and £160. Children's beachwear is priced at between £20 and £45.