Ann Summers has formed a partnership with Amazon UK to sell its intimate apparel and adult toys through the online channel.
The launch follows a successful collaboration with eBay International earlier in the year, and forms part of "exciting online expansion plans" for the retailer, Ann Summers said in a statement.
The move is set to broaden the distribution of the brand’s products to both new and existing customers.
Commenting on the announcement, Ann Summers managing director Vanessa Gold said: “With the undeniable presence that Amazon offers retailers, the launch of Ann Summers on Amazon UK is hugely exciting.”
“Our products are well-suited to the marketplace and we know the demand from consumers is there. This is a brilliant opportunity for us to expand our ecommerce footprint and get our products out to a much wider audience,” Gold added.