Richard Longhurst, Co-founder, LoveHoney.com.

What was your first job in retailing?

Saturday boy on the record counter in Boots the Chemist, Cheltenham 1985.

Which retail company do you admire most and why?

Tshirthell.com, because it lives its uniquely offensive brand - who else would dare put ‘Here’s your f**king invoice’ on a customer receipt? In 2009 owner Sunshine Megatron announced he was closing the business because he was fed up of receiving hate mail. Three weeks (and lots of last-chance orders later) it was revealed as a prank.

What is the trait you least like in yourself and why?

I can be too belligerent when I know I’m right.

What advice would you give someone starting out in retail?

Don’t bother unless you’re going to be bigger than Tesco.

What keeps you awake at night?

Delusions of grandeur.

What’s the most satisfying part of your job?

Getting that first sale after launching a new product - and they said putting a vibrator in a coffin was a stupid idea!

What’s your proudest achievement?

Watching Phillip Schofield play with Lovehoney’s Sqweel oral sex simulator on This Morning.

Who have you learnt most from in your retail career?

Seth Godin. He’s not a retailer per se, but a lot of what he says can be applied, though all too often isn’t.

What job would you have done if you hadn’t become a retailer?

Dotcom millionaire playboy, though unfortunately I watched from the shore as that ship sailed.

What’s your favourite shop and why?

Thinkgeek.com - instant gift satisfaction for nerdy friends all year round. And another great site that knows its audience - it sells canned unicorn meat.

What was your last purchase?

A set of Snow White pins in the Magic Kingdom to thank my mum for taking us to Disneyland.