Ann Summers is set to launch an exclusive UK lingerie marketplace next month.
- The platform will feature notable brands including Calvin Klein and Curvy Kate.
- The launch coincides with the birthday of the former executive chair, Jacqueline Gold.
- Ann Summers has invested significantly in this digital venture with an omnichannel strategy.
- Challenges persist with online visibility due to safe search restrictions.
On 16 July, Ann Summers will debut its new online marketplace dedicated to lingerie, marking a significant expansion in its digital capabilities. This platform, knickerbox.com, will incorporate a selection of fifteen brands such as Calvin Klein, Lemonade Dolls, Curvy Kate, and Nudea. Ann Summers has committed £1.2 million to this project, aiming to broaden its market reach and consumer engagement.
The launch date was deliberately chosen to honour Jacqueline Gold’s legacy, the former executive chair known for her advocacy of female leadership and her transformative work with Ann Summers. Jacqueline Gold, who passed away in March 2023, played a crucial role in shaping the brand’s identity and pushing industry boundaries.
Unlike its traditional offerings, this marketplace will focus solely on lingerie, excluding the sale of sex products. This strategy represents a shift in the company’s retail approach, aiming to provide a dedicated platform for lingerie without the distractions of its broader product categories.
While Ann Summers continues to face challenges with safe search restrictions that impact online visibility, the company remains committed to its core range of products, including the controversial yet iconic sex toys. These items will still be available through Ann Summers’ physical locations and main website, ensuring sustained access to the full product line.
Maria Hollins, CEO of Ann Summers, expressed excitement about this new venture, stating that the company’s growth and omnichannel development are pivotal. She remarked, “The Ann Summers Group has ambitious plans for growth, and developing our omnichannel proposition sits at the very heart of these plans. We have been actively exploring ways we can leverage digital to support our growth ambitions and the launch of knickerbox.com is a very exciting milestone for us.”
The forthcoming launch of knickerbox.com represents a strategic evolution for Ann Summers, focusing on enhanced digital engagement and market expansion.
