Lingerie retailer Ann Summers announces the launch of a unique online marketplace.
- The platform will debut on 16 July, honouring Jacqueline Gold’s legacy.
- With an investment of £1.2m, Ann Summers aims to enhance market presence.
- Despite search challenges, the platform will not include sex products.
- CEO Maria Hollins emphasizes digital growth in the company’s strategy.
Ann Summers is set to launch a dedicated online marketplace for lingerie on 16 July, a date chosen to commemorate the birthday of its former executive chair, Jacqueline Gold. Gold was instrumental in shaping the brand’s direction until her passing in 2023, and her influence remains evident in these new initiatives.
The launch of knickerbox.com represents a strategic step, backed by a significant investment of £1.2 million. This funding has been allocated towards enhancing the company’s warehouse capabilities to manage increased demand and support a smooth operation. By focusing exclusively on lingerie, the new platform seeks to fill a niche in the UK market, offering consumers a specialised shopping experience.
The marketplace will feature a curated selection of 15 brands including renowned names like Calvin Klein and promising newcomers such as Lemonade Dolls. However, this platform will notably exclude sex products and toys, distinguishing itself from other facets of Ann Summers’ retail offerings, which will continue to include these items in physical stores and their existing website.
Ann Summers acknowledges the ongoing challenge of safe search restrictions impacting the online visibility of its products. Despite these hurdles, CEO Maria Hollins reaffirmed the company’s commitment to digital expansion, stating that the development of their omnichannel proposition is central to their growth agenda.
Hollins paid tribute to Jacqueline Gold, highlighting her role in advocating for female leadership and pushing boundaries within the industry. This launch is seen not only as a business development but also a continuation of Gold’s pioneering work, embodying the ethos she fostered within Ann Summers.
The launch of knickerbox.com marks a significant evolution in Ann Summers’ strategic approach to the UK lingerie market.
