If you can’t beat them, join them.

That was the thinking behind Mohammed Sadik’s change of a 20-year career from working for a supermarket to opening his own boutique.

Mohammed’s wife Fatima loves shopping, so when he decided he wanted to try something new he headed for the designer clothes industry.

Mohammed, 40, from Gravesend, has spent the past eight months going to trade shows and meeting models and designers for advice.

He has now opened his fashion shop, Rose Petals, in the St George’s Shopping Centre, New Road, Gravesend.

He said: “I saw there was a gap in the market when BHS and Marks & Spencer closed in the town. That left Debenham’s at the top end and Primark at the lower end. I am offering the middle ground.”

Mr Sadik has also pledged to offer affordable prices on top-of-the-range names.

He said “There is no reason why designer clothes should be exclusively for those who can afford them.”

He has included the Italian Nali accessories collection to his stock, offering items at discount prices. He said his wife had been very supportive and daughter Marian, 11, who has an eye for the latest trends, has been offering fashion advice.

The shop sells women’s, men’s and children’s clothes.

Mr Sadik, who also has a son Adam, seven, has worked for Somerfield at the Co-op supermarket chains in the London area.

He said: “It’s been an interesting journey, but I have enjoyed it. I still have a lot to learn.”