Ann Summers is to open in Westfield and Bluewater shopping centres as its new, more discreet store look makes the sex toys and lingerie retailer more acceptable to once-wary malls.

As part of its expansion programme, the retailer will this week relocate its Oxford Street store within the street and later this month will open in London’s Westfield.

Ann Summers chief executive Jacqueline Gold said: “We are thrilled to be unveiling another flagship store to add to our expanding portfolio in London. Westfield marks the start of an exciting new era for Ann Summers and we couldn’t be happier to stand alongside some of the most prestigious and luxurious brands in the market.”

Gold also revealed that Ann Summers’ next opening would also be in a leading centre – Bluewater.

The stores will follow the retailer’s new model, launched at Marble Arch last year, and the Oxford Street shop will be its largest so far.

The 3,500 sq ft Oxford Street store will be on three floors. The Knickerbox brand will have a dedicated boutique space on the top floor.

Ann Summers will open 20 stores in the next year and said that its new look was more “family-friendly”, which has helped it appeal to shopping centres. Lingerie is the main focus of many of the stores’ entrances.

Ann Summers now has 134 shops and aims to develop a “lifestyle” image, with a greater range of everyday lingerie to appeal to more customers.