He may have done hundreds of store openings but billionaire businessman Chris Dawson’s excitement was palpable as he welcomed customers back to Poole’s wilko.

The retail king personally ushered hundreds of shoppers into one of the brand’s new concept stores in the Dolphin shopping centre.

They had been queuing patiently for up to two hours in a line which stretched right around the top level of the centre.

Dawson, who bought the brand last year, said he was delighted to begin trading again in Poole.

He told Bournemouth One radio station: “We like Poole, it’s a very spendy town.

“Even I didn’t expect a queue this big.

“It’s gone right round the top block, down the escalators, and apparently, there’s a queue to get into the car park.

“We like Poole, we’ve always liked Poole.”

Poole’s previous wilko, which was on the same site, closed last October after the collapse of the store giant.

Founder and owner of The Range, among other ventures, Dawson bought the wilko name, website and intellectual property for a reported £5 million.

He now plans to open up to 300 new wilkos in the next five years.

A ribbon cutting ceremony was held to mark the Poole store’s opening.

Prizes and goody bags were on offer for the first 50 shoppers in the queue.

Among the attractions on the opening day was the Dulux dog, Olivia, who appears in the paint company’s TV commercials.

The 23,500 sq ft store also features an Iceland concession.

Dawson, and his wife, Sarah, climbed 15 places this year to become the 70th richest people in the country.

They have a net worth of £2.5 billion, according to the latest Sunday Times Rich List