Ann Summers is introducing a new online platform, knickerbox.com, to transform the lingerie shopping experience.
- Launching 16 July, knickerbox.com will feature 15 renowned brands, coinciding with the birthday of the late Jacqueline Gold.
- Ann Summers is investing £1.2 million into this venture, enhancing its warehouse capabilities.
- The marketplace will focus solely on lingerie, excluding sex-related products, to stand out in the UK market.
- This initiative is part of Ann Summers’ ambitious growth strategy, incorporating digital innovation.
Ann Summers is set to revolutionise the lingerie market with the launch of its new online platform, knickerbox.com, designed to enhance the shopping experience for consumers. Launching on 16 July, this platform will debut with 15 distinguished brands, marking a significant step in Ann Summers’ digital expansion.
The choice of launch date is symbolic, aligning with the birthday of former executive chair Jacqueline Gold, who passed away in March 2023. Gold was a pivotal figure in transforming Ann Summers, advocating for female empowerment and leadership. The launch honours her legacy while pushing the company’s boundaries.
Ann Summers has allocated £1.2 million to develop this marketplace, with significant investments made in warehousing to manage increased inventory demands. This financial commitment underscores Ann Summers’ dedication to establishing a leading position in the online lingerie sector.
Knickerbox.com will uniquely focus on offering a variety of lingerie options, consciously excluding sex products or toys. This decision differentiates the platform from others in the UK and underscores Ann Summers’ focus on targeted product offerings through this new venture.
CEO Maria Hollins emphasises that this development is integral to Ann Summers’ broader growth strategy, which involves expanding its omnichannel presence. She describes the launch of knickerbox.com as a ‘very exciting milestone’ that reflects the company’s forward-thinking approach to leveraging digital advancements.
This new marketplace illustrates Ann Summers’ commitment to innovation and strategic growth within the lingerie industry.
