Ann Summers is set to revolutionize the UK underwear market with a new online platform.
- The marketplace, knickerbox.com, will feature 15 major brands including Calvin Klein and Curvy Kate.
- The launch coincides with the birthday of former executive chair Jacqueline Gold, honoring her legacy.
- Ann Summers has invested £1.2 million to expand warehouse capacity for this marketplace.
- Challenges persist as safe search restrictions impact online visibility, yet sex toys remain integral to the brand.
Ann Summers is poised to significantly impact the UK lingerie scene with the introduction of its new online marketplace, knickerbox.com. This platform aims to carve out a distinct space in the market by offering an exclusive selection of 15 prominent brands, such as Calvin Klein, Lemonade Dolls, Curvy Kate, and Nudea.
The marketplace’s launch date holds symbolic significance, as it falls on July 16, the birthday of the late Jacqueline Gold, who was a trailblazer in promoting female leadership and challenging societal norms within the industry.
With an investment of £1.2 million, Ann Summers has upgraded its warehouse facilities to accommodate the anticipated demand and ensure efficient operations.
Despite the innovative approach, Ann Summers continues to face limitations posed by safe search restrictions, which impair the online exposure of its products. Nevertheless, the retailer maintains its commitment to offering sex toys in its other sales channels.
CEO Maria Hollins emphasized the strategic importance of this initiative, aligning it with the company’s overarching growth ambitions and its emphasis on expanding its digital presence.
Ann Summers is redefining its market approach with knickerbox.com, aiming for growth amid ongoing challenges.
