Ann Summers is expanding its brand with the launch of cosmetics and swimwear ranges which will go into stores next month.

Chief executive of the lingerie and sex toys retailer Jacqueline Gold said that the launches are part of a move to change people’s perceptions of the chain.

Ann Summers has responded to demand from customers to expand on our offering to keep them looking and feeling sexy all year round – not just in the bedroom,” Gold told The Telegraph.

Ann Summers has been expanding its lingerie offer with more “everyday” ranges and been opening more stores in shopping centres, some of which had once snubbed the chain deeming it not family friendly.

The retailer has also teamed up with Playboy to sell its lingerie to celebrate Playboy’s 50th anniversary. Gold said: “The Playboy Bunny costume has been commercially reproduced for the first time to celebrate the 50th anniversary of Playboy. Never a brand to follow the crowd, we are the only high street retailer stocking this limited edition costume.”