±±¾©Èü³µpk10

The UK’s biggest erotic brand, Ann Summers, is hoping to seduce

more international customers with plans to open its first shops in the

US and Japan.

The moves are part of a major brand overhaul that will also see it

revamp UK stores and launch its first advertising campaign.

Last week, it signed a deal to open a franchise store in Los Angeles and

it is poised to sign a 40-store deal in Japan.

The store chain already has stores in Australia and Ireland and is

planning to open outlets in Saudi Arabia. This week, Ann Summers won a

court battle against Dublin City Corporation, which was trying to close

down Ann Summers’ town centre store on grounds of indecency.

In the UK, Ann Summers plans to revamp its stores on the back of BDG

McColl research showing that 56% of its customers were ABC1

professionals.

It has hired design agency MHG to work on the redesign.

Rebecca Cox, head of brand marketing, said the company would need an

advertising campaign to alert consumers to the revamp. She is talking to

agencies and added that any advertising is likely to be risque:

’Everyone uses sex to sell, so it has become rather diluted. If French

Connection can get away with ’fcuk’, we can certainly try to go

further.’ Profile, page 16.