Ann Summers is seeking to inject more fashion into its lingerie offer.

The retailer’s lingerie lines are to take more inspiration from catwalk trends in a move away from its saucier roots.

Ann Summers piloted more fashion-led pieces for spring 2011 with its 1950s-inspired Ava and Coco collections, which it said had almost sold out in-store and online. The retailer now plans to roll-out further trend-led ranges in its autumn 2011 collections.

Ann Summers chief executive Jacqueline Gold said: “As any retailer knows product can make or break a season. The response from the customer has shown me that it is absolutely the right direction for the brand. I really believe they [the buying team] have reinvigorated the Ann Summers apparel offering.”

The 131-store lingerie and sex toy retailer made a profit of £6.9m on sales of £115m in its 2009 financial year, according to Retail Week Knowledge Bank.

 

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