Ann Summers’ new managing director Vanessa Gold will kick-start a rebrand of the business when she takes the helm at the lingerie and sex toy specialist.

Gold - who is sister of Ann Summers chief executive Jacqueline Gold and deputy managing director currently - replaces Paula Minowa who is stepping down from the business.

Gold will focus on revamping Ann Summer’s product, packaging and reformatting its stores.

Chief executive Jacqueline Gold said the lingerie retailer is trying to “rediscover its mojo” with its makeover. The retailer has begun the process of refreshing its fashion-led lingerie range as it seeks to differentiate itself from its competitors.

Vanessa Gold has spent more than 26 years at Ann Summers and has been credited with reinvigorating the retailer’s product range.

She said: “I am looking forward to working with Jacqueline and to reinforce our position as the sexiest brand on the high street.”

It is unclear why former Asda format development director Minowa, who has been credited with growing the chain’s online strategy and transforming its marketing, has left the retailer. Minowa joined in January 2009.

Ann Summers is eyeing international markets and is exploring the US, Australia and Europe. Jacqueline Gold predicts overseas sales will surpass the UK within 10 years.