TV STAR Ross Kemp cut the ribbon on a brand new-look GO Outdoors in Coventry on Saturday.
The former Eastenders star and outdoor enthusiast welcomed customers into the store at around 9am by handing out vouchers to spend.
He said: “For me, encouraging the public to get outdoors is really important.
Goodie bags and vouchers were handed out to customers. s
“There is a big world out there with endless adventures to be had – a little encouragement and the right kit is all you need to explore.
“Go Outdoors has equipped me on many of my own adventures.”
There was then a question and answer session with Ross where he explained what the outdoors meant to him, before taking photographs with customers.
The Canley Road store gave new customers goodie bags, and there was a £20 voucher for the first 100 people through the door.
The store features new fixtures, fittings and storage, making sure it will have a bright clean and modern look.
To celebrate the new look store, customers are being offered 15 per cent off everything until May 3.
The store sells outdoor activities equipment including tents, camping gear, waterproof jackets, walking boots, bikes and rucksacks.
