Launching in the midst of London Fashion Week as part of the Selfridges ‘Dead Cool’ Halloween campaign, Ann Summers will be opening its first ever pop up shop within the contemporary lingerie space of Selfridges third floor lingerie department.
The pop up will house a selection of Ann Summers Halloween outfits and be complimented by a range of sexcessories.
Selfridges lingerie buying manager Helen Attwood said: “Ann Summers has been on our radar for some time now and bringing the brand into store to help celebrate our Halloween initiative ‘Dead Cool’ was the perfect opportunity to work together.”
Ann Summers chief executive Jacqueline Gold added: “Selfridges is the world’s greatest department store and I am delighted that we are launching a pop-up shop as part of the store’s Dead Cool campaign.
“The Selfridges lingerie department is an iconic space that I have wanted to associate the brand with for several years and I’m thrilled that it is coming to fruition with such a perfect partnership. We hope that this will be the start of a long term relationship with Selfridges and Ann Summers”
The Ann Summers Halloween pop up will be in store from the 19th September 2011 for six weeks. Ann Summers experts will be based within the pop up shop to offer tips and advice on creating the sexiest Halloween outfit.