The first concept store in its multimillion-pound refurbishment programme opens in Manchester next week. Changing rooms will have "spy-hole" windows, which open on the inside enabling customers to choose whether they can be seen getting dressed or not.
A spokesman for the company said the store design, which will be rolled out to 35 stores in the next 12 months, was sexier than the previous format, and would feature rubber, plush carpets, padded leather and satin in its decor.
The layout is also more open-plan than its existing 122 stores, reflecting the nation's changing attitudes to shopping in Ann Summers, added the spokesman.
The store, created by Design Mistry, includes bespoke chandeliers and intricate wallpaper designs to highlight key lingerie sections.
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