Shoppers at a new Co-op were served in style when it opened in London’s East End with store manager Suthakaran Balenthirararjan dressed in a smart butler’s suit.

He was giving a touch of ‘silver service’ when the branch opened at Great Eastern Street in Shoreditch yesterday—not exactly what the Cooperative Society’s Victorian socialist founders had in mind.

“We thought we’d serve customers with a bit of flair,” he said. “I enjoyed playing my part and welcoming people in my butler’s uniform—shoppers lead busy, professional lives in Shoreditch.”

He served customers with cheddar and jalapeno bread, ham with olives and feta and chocolate cookies on a silver platter.