The 121-store chain has faced increasing competition in the past year as traditional retailers, including Boots and Debenhams, have unveiled plans to sell sex toys (Marketing, 17 November 2004).
The new-look format for Ann Summers will include an overhaul of shop layout, fixtures and lighting, as well as alternative colours to its turquoise and pink theme.
Head of marketing Gordon Lee, who has been working on the redesign since joining Ann Summers from Virgin Cosmetics a year ago, said 'virtually every aspect' of the store would be different, based on a 'boudoir' style.
The Ann Summers Group, which includes the Knickerbox chain, announced a 10% increase in like-for like sales during December, with 1m people visiting its stores in the last eight weeks of 2004.
The first concept store will open in March to coincide with the relaunch of the Ann Summers website, which will be more content-focused and will build on its links with celebrities such as Abi Titmuss, who wear its lingerie.
The retailer will also launch an exclusive range of underwear in April, designed by Vic Reeves' wife and I'm a Celebrity contestant Nancy Sorrell, who is the face of the brand.
To tap into a surge in post-Christmas dieting, Ann Summers and Knickerbox have tied up with Kit Kat to give away low-carb bars in-store until the end of February.
_1.jpg)
.jpg)
