The shop is being opened in Swansea's High Street Arcade

Morriston Orpheus is believed to be the first in the UK to run a dedicated shop, which members say reflects demand for its recordings and merchandise, particularly from overseas visitors.

Shoppers will be able to browse the shelves at the store in Swansea's High Street Arcade for CDs and tapes, clothing, pens, key rings, umbrellas, wallets and more.

It will be officially opened by the lord mayor of Swansea, Lawrence Bailey, on 28 February to coincide with the launch of the choir's latest album.

We believe this is very much a first for Wales and possibly in the UK for a choir to go into the high street Clive Williams, Morriston Orpheus

Since it was formed in 1935 the choir has built an international reputation, and has performed at such venues as the Sydney Opera House and Carnegie Hall, New York.

The choir has released more 50 recordings and successful ventures into the pop world have included collaborations with chart-topping groups such as T'Pau and Welsh rockers The Alarm.

Publicity officer Clive Williams said: "We believe this is very much a first for Wales and possibly in the UK for a choir to go into the high street.

"A lot of people come to our concerts in Wales and other parts of the UK and buy our recordings and other items.

"This is a new opportunity for the public to have access to our recordings.

"Many people visiting Wales for the first time like to have them as long lasting souvenirs.

"We also see it as a way of promoting Wales to other countries."

The choir's latest release, Mansions Of The Lord, was recorded last year at Brangwyn Hall, Swansea.

Musical director Alwyn Humphreys will be on hand throughout the store's opening day to autograph copies.