Liz Hurley unveils new beachwear boutique

Elizabeth Hurley covers up as she opens new swimwear store

Elizabeth Hurley has opened her first beachwear boutique – but declined to model her own products on the day.

The actress-turned-designer hung up her bikini, instead handing over the flesh-flashing duties to two younger, lithe-looking models, and donned her ubiquitous white jeans to open her first Elizabeth Hurley Beach Boutique store at discount designer shopping outlet, Bicester Village, in Oxfordshire.

The boutique, styled on a beach hut, will offer 120 British and international fashion labels, Philip Treacy sun hats, and Cutler and Gross sunglasses, as well as Hurley's own line of swimwear.

There seemed to be no sign of Liz's A-list pals at the launch, but husband Arun Nayar supported her from the sidelines while she manned the tills.

Hurley told a 100-strong crowd: 'It's a huge thrill. Thank you all for coming. I'm going to be serving behind the till until 2pm.'

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

Work it she did, but we doubt we'll be seeing her doing it on a regular basis!

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

The shop in the open-air mall is less than an hour from Hurley's home in Gloucestershire.