PAGE 3 star Rhian Sugden is following in the footsteps of Ann Summers by launching her own online sex shop.

The 30-year-old model has set up ToolBoxXx.com - to sell everything from lingerie to X-rated toys.

6 Rhian... long-serving Page 3 girl has launched her own online sex shop selling everything from sexy underwear to vibrators Credit: News Group Newspapers Ltd

Last night she said: “For some reason there is still this taboo surrounding sex toys.

“But people have never been so free in what they can do nowadays and sex is widely broadcasted on so many TV shows.

“Take a look at the release of 50 Shades of Grey, it was a huge hit all around the world.

6 Rhian's store ToolBoxXx.com is going up against heavyweights such as Ann Summers and LoveHoney Credit: Getty Images

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“This just shows that pretty much everybody has sexual desires and fantasies, and why not? It is the 21st century after all.

“There’s no reason why I can’t try to take on Ann Summers or LoveHoney. Those businesses had to start somewhere, just like I have to.

“Life is too short to be embarrassed. More people than ever are buying and using sex toys and good for them.”

Rhian, who is engaged to former Coronation Street star Oliver Mellor, 35, became one of the longest-serving Page 3 girls in history as she marked her 10–year anniversary last month.

6 Rhian'sToolBoxXx.com launched earlier this week

6 The website sells everything from sexy lingerie to vibrators Credit: ToolBoxXx.com

Her latest venture, which went live this week, will see her sell everything from vibrators to sexy underwear.

It will go up against industry heavyweights Love Honey and Ann Summers for a piece of the multi-million pound online sex shop market.

And Rhian is in talks about designing her very own sex toy range.

The website will also be home to the new 50 Shades of Grey sex toy range launched by author EL James ahead of the release of the latest instalment of the raunchy blockbuster film series.

6 Rhian says: 'Everybody has sexual desires and fantasies, and why not?' Credit: ToolBoxXx.com

6 Model Rhian is in talks about designing her own sex toy range Credit: ToolBoxXx.com

Rhian believes her pin-up career has prepared her well for embarking on her raunchy new project.

She added: “I like to think I know what women want and enjoy, and men too.

“I am a very sexual person, I know how the body works and I am not ashamed to throw myself into an industry that I have a passion for.

“I have researched many products, I am currently in talks with designers to create my own male and female friendly ranges and items that will help couples reignite the romance in their lives.

“I am only going to be stocking the best of the best products all at affordable prices.”