Ann Summers is set to launch a dedicated underwear online marketplace, enhancing its digital footprint.
- The platform features 15 brands, including Calvin Klein and Curvy Kate, set to debut on 16 July.
- Developed with an investment of £1.2m, the marketplace aims for unprecedented UK lingerie representation.
- Knickerbox.com will operate without offering sex products, focusing solely on lingerie items.
- CEO Maria Hollins emphasises the strategic importance of this move in Ann Summers’ growth plans.
Ann Summers is poised to expand its digital presence by launching a new online marketplace specifically dedicated to underwear. This strategic move aims to strengthen the brand’s position in the UK lingerie market.
Set to go live on 16 July, the platform will showcase a collection of 15 renowned brands, including industry leaders like Calvin Klein, Lemonade Dolls, Curvy Kate, and Nudea, alongside Ann Summers’ own KBX brand. This launch coincides with the birthday of Jacqueline Gold, the company’s former executive chair, who was instrumental in advocating for female leadership and breaking boundaries within the industry.
With a substantial investment of £1.2 million, Ann Summers has revamped its warehouse capabilities to better accommodate the expected increase in demand. This ambitious undertaking underscores the company’s commitment to enhancing its omnichannel proposition, with a focus on leveraging digital advancements to facilitate growth.
Notably, the new platform, knickerbox.com, will not include sex products, marking a distinct separation from the wider Ann Summers product range. However, these products will remain available through the company’s retail stores and its main website, ensuring continued customer access.
Maria Hollins, CEO of Ann Summers, has articulated the significance of this launch in aligning with the company’s expansive growth ambitions. “The Ann Summers Group has ambitious plans for growth, and developing our omnichannel proposition sits at the very heart of these plans,” said Hollins, highlighting the launch as a pivotal milestone in their strategic roadmap.
The introduction of knickerbox.com marks a significant step forward in Ann Summers’ digital and growth strategy.
