HUNDREDS of Harry Potter fans flocked to Broad Street to make merchandise disappear from the shelves of a new shop, with rivalry among stores brewing up.

Sally Moss opened Shop of Secrets on Saturday - dedicated to JK Rowling’s boy wizard - and she and her staff were run off their brooms.

Oxford Mail:

More than 100 free bottles of butterbeer - which tastes like cream soda - soon vanished and the store, previously Thorntons bookstore and The Buttery cafe, was busy all day.

READ AGAIN: New Harry Potter shop turns Broad Street into Diagon Alley

Tourists and residents from around the county dropped in to take a look.

Broad Street now has three shops selling Harry Potter-themed goods - the others are Flaggs gift shop and Watsons of Oxford.

Oxford Mail:

Ms Moss, co-owner of the new shop, said: “There were lots of diehard Harry Potter fans and tourists calling in throughout the day and we sold lots - including the books Quidditch Through the Ages, Fantastic Beasts and Where to Find Them, and The Tales of Beedle the Bard.

READ AGAIN: Harry Potter wands could be coming to the streets of Oxford

“One young boy was so disappointed that we had no butterbeer left that we sent him along to Flaggs.”

Ms Moss said there would be ‘friendly rivalry’ between her store and Watsons of Oxford and Flaggs.

Oxford Mail:

She added: “We have all been here a long time and we rub along together - there should be enough customers for everyone. I like to think we are like Gryffindor House which is Harry Potter’s house at Hogwart’s and known for being brave - maybe Watsons and Flaggs are like Slytherin House, known for being proud.”

READ MORE: Harry Potter star joins city rowing team for early 2k

Simon Kosky, who runs Flaggs and Watsons of Oxford, said: “Flaggs started selling Harry Potter merchandise about four years ago so I think we have the right to say we are Gryffindor.”

Oxford Mail:

Ms Moss said she hoped Broad Street was securing a reputation as Oxford’s Diagon Alley - the name of the place in the books where wizards go to buy their spells.

“I’m really hoping this will bring more shoppers into Broad Street,” Ms Moss said.

READ AGAIN: 'Stress, bullying and harassment - hospital staff speak out

“Once they have bought what they need they can go on one of the excellent Harry Potter tours from the Visitor Information Centre.”

Oxford Mail:

The new shop is sell a wide range of collectibles including children’s costumes, wands, hats, scarves.