The events, to be held this week, are the retailer's first major push to attract men to its stores, which have an 80% female bias.
Head of marketing Gordon Lee said feedback had shown men were comfortable with the Ann Summers brand, and there was a possibility of introducing more male-focused products.
'We want to get guys (buying gifts) earlier, using brands they're familiar with,' he said.
The Maxim evenings will offer free beer and personal shoppers to offer advice.
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