TEMPERS flared as hundreds of TOWIE fans queued for six hours in freezing conditions to visit the latest in a growing line of celebrity-owned shops in Brentwood.
Arctic winds and snow did not deter the droves hoping to meet Joey Essex and browse the wares inside his new clothes shop.
Hundreds packed the narrow Crown Street on Saturday, the queue spilling into the High Street. Some fans were even seen wrapped in sleeping bags.
But the wait was too long for some visitors who harangued security guards at the door of Fusey for not speeding up browsing times.
The 22-year-old's management company Neon estimated that more than 2,000 people had come to visit the shop on its first day of trading.
But for many other retailers, what should have been their busiest day of the week was a complete washout.
Rubbish was left strewn along Crown Street, leaving shop keepers questioning whether the country's addiction to Towie is actually doing them more harm than good.
Neon, which went to significant lengths to promote the shop, also drew scorn for failing to organise proper road closures.
Essex Police was forced to send officers to close the road for much of the day.
The management company has this week described the launch as a "resounding success".
Nigel Clarke, owner of the Hair Company, said: "It was badly organised and the amount of rubbish that was left in the street was appalling. They simply did not care about us.
"They showed no consideration. Joey Essex has taken a shop down here and you would have thought he wanted to be part of the community but he has had no consideration whatsoever for the rest of us.
"They could have properly organised a road closure, but for whatever reason, they didn't want to pay the money and instead the police were forced to close it.
"They always seem to get away with it. I've never thought TOWIE was good for Brentwood. It probably does bring in some trade, but at what cost? I'm just sick of it."
During the opening, Joey Essex tweeted: "Wow!!! This is crazy! Thank you for all your support. The que (sic) is still huge. I love you all.
In another tweet he wrote: "I appreciate all you dedicated fans sticking it out in the snow!!! That's what I call true fans. I love all of you."
The chaotic scenes did not go down well with most of the long-term traders.
"No comment," said Ian Page, owner of Crown Street Café, when asked what he thought.
The area has been a favoured spot for the cast of Towie to set up their businesses. Joey Essex's girlfriend Sam Faiers helps run her mother's shop in Ropers Yard, close to where Georgio Georgiades has a shop selling body building supplements.
The father of Lucy Mecklenburgh, Paul, has also recently been given permission to develop the building at the corner of Hart Street and Crown Street.
A spokesman for Joey Essex said the decision was made to go ahead without road closures following advice from the local authority.
He said: "It was a resounding success, especially when you consider the weather. It shows what a great following he has.
"It's a shame that as a local paper you have chosen to go with such as negative slant.
"We took advice from the local authority about road closures. We were told we had to apply six weeks ahead. The police did a fantastic job. We don't have a Mystic Meg and if you have one there we would love to hear from her."
A police spokesman said: "This was not pre-planned but there were no additional costs incurred."
