BROAD Street in Oxford is set to be transformed into Diagon Alley with a new Harry Potter store.

Merchandise inspired by characters in the JK Rowling books and movies have been selling so well at Oxford Campus Stores, the owners decided to dedicate a whole shop to fans of the boy wizard and his amazing adventures.

They will have to make sure their displays are quite magical as two other businesses also stock Potter memorabilia – nearby Watsons of Oxford and Flaggs gift shop.

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The new Shop of Secrets opens on Saturday and will sell a wide range of collectibles including adult and children’s costumes, wands, hats, scarves, some of the original books as well as memorabilia books, and replica props including the famous sorting hat and Lucius Malfoy’s walking stick.

Sally Moss, co-owner of the new Shop of Secrets, said: "Since 1996 we have run Oxford Campus Stores on Broad Street.

"After the huge popularity of Harry Potter and its well-known filming locations in the city, we introduced a range of Harry Potter collectibles which were a hit with tourists and local customers.

Oxford Mail:

"With another popular JK Rowling series, the Fantastic Beasts, our range has grown to a point where we needed a space devoted to it all.

"We had previously been running The Buttery Cafe next door but sadly due to rents more than doubling in the last 10 years, it was no longer a viable business, but has now become home to our exciting new gift shop. We can’t wait to welcome our old and new customers to our very own chamber of secrets!"

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She and her team are now hoping to recreate some of the magic of Diagon Alley, where Hogwarts students in the books go to buy their school sorcery supplies.

The first 100 people through the door will receive a bottle of Flying Cauldron Butterscotch Beer.

Oxford Mail:

Shoppers can also discover some of the weird and wonderful sweets from the Harry Potter films including jelly slugs, chocolate frogs and Bertie Botts beans.

Lexie Way, 10, who has had a sneak preview, said: “The new shop is so cool it looks like it has magical powers. All our family love Harry Potter movies - we saw Fantastic Beasts on the first day.”

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Mother-of-two Ms Moss said she was inspired to open the new store after visiting the York version.

She added: “Scenes for the Harry Potter films were shot at Christ Church so there is a genuine Oxford connection.”

Oxford Mail:

The store will open Monday to Saturday from 9am to 6pm and from 9.30am to 6pm on Sunday.

In other Harry Potter news for Oxford, the University Gift Shop in Cornmarket wants to display a lit-up sign saying it sells Harry Potter merchandise and a Wizarding World wands tour, promoting the Fantastic Beasts movie, could soon visit Oxford.