Ann Summers is planning to change into to “Home of Underwear” with the launch of its new platform, Knickerbox.com.
Knickerbox.com is a web-based vacation spot for girls’s underwear, which options a variety of third-party manufacturers. With this launch, the Ann Summers Group units out to empower smaller manufacturers, a lot of that are female-led.
The platform, which would be the solely lingerie-specific retail platform within the UK, will first function 15 manufacturers together with Calvin Klein Underwear, Lemonade Dolls, Curvy Kate and Nudea. Nevertheless, not like Ann Summer season, it is not going to promote intercourse merchandise or toys.
With the brand new platform, Ann Summer season intends to broaden its attain and enhance its visibility on the digital excessive road. That is partially as a result of Ann Summers on-line enterprise going through Protected Search restrictions, which reduces its visibility.
Ann Summers Group has invested £1.2 million in technical, logistical and funding assist wanted for the launch of the platform. It’s additionally modifying its warehouse to extend capability and enhance general operational efficiencies.
The Group’s former Government Chair, Jacqueline Gold CBE, who handed away final 12 months, was extremely excited concerning the challenge and its potential to deliver collectively underwear manufacturers that construct on the heritage of Ann Summers. In recognition of the highly effective legacy left by Jacqueline, Knickerbox.com will launch on her birthday on 16 July 2024.
Maria Hollins, Chief Government Officer, mentioned: “The Ann Summers Group has formidable plans for development, and growing our omni-channel proposition sits on the very coronary heart of those plans. We’ve got been actively exploring methods we will leverage digital to assist our development ambitions and the launch of Knickerbox.com is a really thrilling milestone for us. The brand new platform will create the last word ‘Home of Underwear’ and thru our rigorously chosen partnerships, we plan to assist manufacturers that align with our personal ethos and values, specifically female-founded, moral, inclusive, and enjoyable.
“Launching on Jacqueline Gold CBE’s birthday has been an vital determination. Jacqueline was a pioneer of change, arguing for feminine management and illustration in board rooms, breaking taboos, pushing boundaries and constructing the Ann Summers model. I do know she could be extremely pleased with the brand new platform, Knickerbox.com, in addition to our new model KBX, which fulfils a special have to our Ann Summers model. We’re actually excited concerning the launch and may’t await it to go dwell on 16 July.”
Regardless of going through e-commerce hurdles, Ann Summers has continued to put money into its enterprise technique, from brick-and-mortar growth to restructuring its board. After implementing these adjustments, in March, the corporate revealed its turnover elevated by 4.5% to £104.6 million throughout FY23.
