There were mounting concerns today after a new branch of Hoe One opened in Felixstowe.

Po-faced residents say the parlour is not in keeping with the traditional family image of the seaside town.

Hoe One offers a completely different sort of personal service to another outlet with a similar name, Shoe Zone.

A retail expert said: “The shop fronts may look the same, but I would warn any elderly residents not to venture into Hoe One expecting to buy a new pair of Cosy feet shoes.

“On the other hand, any gentlemen looking for relief should be aware the only relief in Shoe Zone would be for their bunions.”