It’s at this stage I ask Hill if this is all just a little over the top? He’s not at all offended. “When we first opened, some of you reporters said it’s too American, too brash,” he says. “We are growing at rates we’ve never seen before. Every one of these retail ideas that worked in America and working better here. It’s new, fresh. Brits come up to me all the time and say thank you, we now have a choice. So this scepticism you have that’s it’s too brash, too American, we have found that absolutely not to be true.”