Designer Direct owner Michael Adams with his new billboard, featuring his own chest.

A retailer who was forced to take down a busty billboard marketing his new store in Bulls has bounced back with his own titillating attempt at modelling.

Michael Adams, the owner of perfume and sunglasses shop Designer Direct, said the advertisement, which depicted a fragrance bottle positioned between a woman's naked breasts covered only by hands, was intended to be a "a bit of a laugh".

The sign, at the northern entrance to the Rangitikei township on State Highway 1, drew complaints that it was too explicit and was taken down less than a week after going up in December.

David Unwin/Fairfax NZ Adams with the original sign, taken down after complaints.

On Wednesday, Adams erected a new billboard depicting himself in a spoof of the original.

READ MORE: Retailer's raunchy billboard in Bulls to be taken down

The label on the perfume bottle has been edited to reads: "Equality by PC".

"You've got to laugh, don't you? I was going to label it 'tittation'," Adams said.

"I don't mind being objectified, but I'm 60 years old and fat. It's there for no other reason but to have a laugh."

He moved from the Auckland suburb of Newmarket to Bulls in November, bringing his store with him.

Following his first controversial billboard, Adams said his turnover doubled.

"It wasn't all negative. We had people come in and say it was funny and also a couple that were disappointed we took it down.

"One guy came in and even asked to buy the billboard with breasts, so I might have to put it on Trade Me.

"I only had one person who came in yelling and screaming - she was quite distressed," he said. "She said, by putting the sign up, I was supporting domestic violence, which I couldn't get my head around.

"I felt quite offended by that and that p***** me off."

Adams said other billboard critics were more reasonable.

He shot the image for the new billboard in his store with a cellphone camera.

The sign is now on the western entrance to Bulls on State Highway 3. Although, Adams said he would regularly move it between the town's north, east and west entrances.

One member of the community had already visited the shop praising the billboard.

"This billboard is 10 times worse than the last one. Look at the state of me," he said.

"Getting the nail polish off after taking the photos was a mission. Balancing the fragrance bottle wasn't easy either. Luckily I had a pouch from my stomach to sit it on."