Bluewater landlord Lend Lease has given the green light to lingerie retailer Ann Summers to open a store at its Kent shopping centre after years of knock-backs.

Ann Summers, famous for racy underwear and sex toys, has tried to secure a store at Bluewater for three years, but has been turned down because Lend Lease thought the tone of the retailer was not appropriate. Ann Summers is now considering four potential units at the centre, all at about 2,000 sq ft (185 sq m).

Ann Summers retail property director Ian Wallis said the landlord has agreed a deal because of a shift in attitudes. “The perception of our customers has changed and therefore Bluewater’s perception of Ann Summers has changed,” he said.

Ann Summers has 134 stores in the UK and wants to expand further, particularly in Ireland.