An independent Norwich store is celebrating 10 years of promoting 'geek chic' in the city.

The Television and Movie Store has been catering to pop culture devotees since October 2007, with merchandise from Game of Thrones, Star Wars and the Marvel and DC comics and film franchises among its core product ranges.

Its owner, Steven Scott, supplied Doctor Who merchandise to the BBC shop which used to occupy the site on Millennium Plain.

'When I heard the BBC were closing it I thought it was a tragedy that needed in some way to be prevented,' he said.

'Anyone who visited the store now who was into pop culture would think it was heaven.'

Store manager Simon Holmes said its opening date – at the height of Doctor Who's popularity – was key to its early success.

'We have seen peaks and troughs in what viewers are interested in, but have taken advantage of high budget, high quality television,' he said.

'We have been lucky enough to ride the crest of a wave when it comes to the acceptability of being a nerd. Geek is now chic.

'We are a really healthy business 10 years on and that is down to the team of people. Of the five who were in the store working on day one, four of them are still here.'

The store, which has 10 staff, expanded in 2014 after taking on a neighbouring building owned by the Forum Trust.