Ecommerce retailer Oak Furniture Direct has opened a first physical showroom, taking a unit on a busy Lincolnshire arterial road.

The case goods business, set up by Vishal Sharma in January this year, has invested £100,000 in a 3,800sqft store on Newark Road, two miles southeast of Lincoln city centre.

It has until now traded online only.

The new store creates six jobs with a dozen more planned later this year with the addition of a new distribution centre.