A NEW retailer is putting the fun back into shopping with its unusual ranges of famous name brands and designer wares.

Richard Cooper has opened Headful, in Worcester's Reindeer Court, and aims to bring to shoppers products that will not be found in the usual High Street shops.

Mr Cooper - who is originally from Stourport-on-Severn but has worked all over the world - believes shopping should be fun and that "the interest has gone" from a lot of High Street retailers.

"A lot of what we do are famous design brands which, as High Street retailers go, is a no-go area," said Mr Cooper, who chose Reindeer Court because it is "full of contemporary, up-market, independent retailers".

"Why we're different is that the major High Street retailers make their own products because it's all margin driven," he added.

"And because it's margin driven, designs and choice are limited. So, as a business, our margins are not as good but we forego that for this amazing quality and interest and design.

"There's nothing that is out of bounds that we can stock so the only criteria is that it's interesting and well-designed and won't be found anywhere else in the High Street.

"We are trying to put the interest back in shopping as, for a lot of people, shopping is a recreational pursuit."

Products include the bold prints of Marimekko, from Sweden, on "everything from beach bags to oven gloves", lambs wool products from Melin Tregwynt, in Wales, Guzzini kitchenware, from Italy, organic remedies from Neal's Yard, and even "rustic" antique Chinese furniture.

Headful's catchline is "ideas for modern living" and Mr Cooper believes the west and south-west of the country - where there are a lot of rural customers - is a prime target market.

He already has a shop in Bridport, Dorset, and is opening a third in Exeter, Devon.

"In a rural household, rustic furniture sits really well in a modern environment," he said.

"The rustic, chic look is our speciality. But we're not going to get too big - we're going to stick with three shops.

"If you get too big all you do is manage the business as opposed to managing the merchandise and shop. We want to offer a personal service and be interesting."