Fifty Shades film drives growth at Ann Summers

Ann Summers has witnessed a surge in sales as customers rushed to buy sexcessories featured in the new Fifty Shades of Grey film.

The high street retailer reported significant growth in sales across retail, ecommerce and Party Plan during the Valentine’s week trading period compared with 2014, thanks to the film’s release on February 13.

Compared with last year, Ann Summers saw a 200% increase in specific products across its sexcessories category, with sales of metal handcuffs and nipple covers climbing 270% and 103% respectively.

Ann Summers also noted that Dark Desires, its most successful, fully integrated campaign to date across all channels, has proved “a real contributor” towards its significant sales increase throughout February.

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“The Dark Desires campaign featured a male presence – a first for as long as 30 years – and had an impactful, consistent presence across our ecommerce site, in our Party Plan catalogues and in our 142 retail stores. This enabled customers to engage with the brand like never before,” the retailer said in a statement.

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