High street lingerie and sex toy retailer Ann Summers enlisted the help of 30 women yesterday to celebrate the opening of its Wardour Street heritage store.
The flash stunt, which took place on the Soho outlet’s 30th birthday and in the lead up to National Cleavage Day, was part of the retailer’s ongoing ‘real women’ campaign.
The transformation of the Wardour Street outlet is a continuation of Ann Summers’ rebrand. Over the past two years Ann Summers has undergone an extensive rebranding process, including a complete overhaul of the product, packaging and marketing.
New concept stores have been designed specifically to create a sense of theatre, with the aim to ensure that Ann Summers retains its crown as the ‘sexiest and most daring retailer’ on the high street.
Ann Summers chief executive Jacqueline Gold said: “Wardour Street is one of our heritage stores and very important to the future of the business. Our new look stores create a theatre for our customers like no other retailer can, and I am thrilled that we are able to bring this new concept to Wardour Street.”
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