Ann Summers to launch Knickerbox.com, the ultimate ‘House of Underwear’
Ann Summers Group is to launch a new online marketplace called Knickerbox.com as it looks to create the ultimate “House of Underwear.”
The new offering will go live on 16 July, the birthday of the retailer’s late executive chair, Jacqueline Gold CBE.
The only lingerie specific retail platform in the UK, the marketplace will launch with a stable of 15 established and smaller brands, including Calvin Klein Underwear, Lemonade Dolls, Curvy Kate, Nudea. It will also feature Ann Summers’ best selling lingerie lines and its new KBX brand that offers a selection of underwear, lounge and nightwear.
The retailer said the move will expand its reach and improve its online visibility as its existing online business continues to be challenged by Safe Search restrictions, which means many of its customers are unable to find it.
Knickerbox.com will not sell sex products or toys, but these will continue to be sold in Ann Summers stores and at annsummers.com.
Maria Hollins, chief executive officer of Ann Summers, said: “The Ann Summers Group has ambitious plans for growth, and developing our omnichannel proposition sits at the very heart of these plans.
“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.”
With Ann Summers providing the technical, logistical and investment support needed, the business has invested £1.2 million in the launch of Knickerbox.com and is also modifying its warehouse to increase capacity and improve overall operational efficiencies.
Ann Summers said the launch represents the culmination of a project that the Ann Summers team, including Jacqueline Gold, has been working on behind the scenes for some time.
Hollins 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 board rooms, breaking taboos, pushing boundaries and building the Ann Summers brand.
“I know she would be incredibly proud of the new platform, Knickerbox.com, as well as our new brand KBX, which fulfils a different need to our Ann Summers brand.
“We are really excited about the launch and can’t wait for it to go live on 16 July.”
Maria Hollins will be speaking at THE Retail Conference on 6 November. Book your free places here
