Later this month, Wonderbra's Deep Plunge range will launch in five Ann Summers stores including London's Oxford Street branch and the Metro Centre in Gateshead.
If it proves successful, it will be rolled out to Ann Summers' remaining stores nationwide. Wonderbra's Hi Contour range, due to launch next April, will also be sold in Ann Summers sores.
The Wonderbra range will be promoted by high-profile window displays, point-of-sale material and postcards distributed in the vicinity of shops that stock it.
Wonderbra is the first big-name lingerie to be sold by Ann Summers. The store has traditionally sold risque lingerie, but until now it was limited to its own-label ranges.
Lingerie accounts for 70% of sales and Ann Summers hopes that the introduction of the Wonderbra brand will attract consumers who traditionally got to retailers such as Marks & Spencer for their lingerie.
The decision to stock Wonderbra comes as competition in the erotic retail sector heats up; Hustler Hollywood recently opened a sex department store in Birmingham and plans to launch a second store in London before Christmas. In addition, Boots, the chemist chain, is in talks with condom maker Durex to introduce new lines, which would include vibrators and massage oils.
Ann Hopkins, marketing manager at Wonderbra, said she hoped that teaming up with a retailer that specialises in sexy lingerie would help it reach a new audience.
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