Ann Summers has announced that it will be looking to step away from its raunchy roots and focus on a more fashion led offering in the future.
The retailer experimented with the idea in its SS11 range, producing the 1950s-inspired Ava and Coco collections, which have reportedly sold out in store and online.
The success of the lines has led the brand to seriously consider taking its offering in a new direction.
Ann Summers chief executive Jacqueline Gold told Retail Week: “As any retailer knows product can make or break a season. The response from the customer has shown me that it is absolutely the right direction for the brand. I really believe they [the buying team] have reinvigorated the Ann Summers apparel offering.”