Lingerie and sex toy specialist Ann Summers is to start selling clubwear in its stores after a 300% jump in sales in the category from its party plan and web channel.

Clubwear will go into stores at the end of August, and chief executive Jacqueline Gold said that it is a “big opportunity” and one that she intends to expand on.

She said: “Customers are already wearing our underwear as clubwear so it’s a straightforward move.”

Ann Summers revamped its clubwear offer in July, taking more influence from pop culture.

Clubwear items include a glitter slash-necked dress (pictured), a scarlet jumpsuit, an animal print, hooded body suit and a one-shouldered purple dress.

Vanessa Gold, Jacqueline’s younger sister who was promoted to managing director of the retailer last month, said the sales jump had shown the power of its “edgier” offer.

The refresh is part of the retailer’s wider strategy to draw more influence from pop-culture and the latest fashion trends in its lingerie offer.