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Ann Summers has announced that it will be unveiling an online marketplace – Knickerbox.com – on 16 July, founder Jacqueline Gold’s birthday.
This move by the lingerie retailer will be “the only underwear specific site in the UK”.
According to Ann Summers, Knickerbox.com is the solution to its online business being challenged by Safe Search restrictions, which “results in a large number of customers being unable to find it”, due to its range of adult toys.
The platform will initially launch with 15 brands, including Calvin Klein Underwear, Lemonade Dolls, Curvy Kate and Nudea.
The retailer’s new brand KBX, which offers curated underwear, lounge and nightwear, will also be available to purchase on Knickerbox.com.
Maria Hollins, CEO of Ann Summers, said: “We have been actively exploring ways we can leverage digital to support our growth ambitions and the launch of Knickerbox.com is a very exciting milestone for us.
“The new platform will create the ultimate ‘House of Underwear’ and through our carefully selected partnerships, we plan to support brands that align with our own ethos and values, namely female founded, ethical, inclusive, and fun.”
She added: “Launching on Jacqueline Gold CBE’s birthday has been an important decision. Jacqueline was a pioneer of change, arguing for female leadership and representation in boardrooms, breaking taboos, pushing boundaries and building the Ann Summers brand.”
