Ann Summers will embark on an overhaul of its stores as part of a nationwide rebranding of the lingerie business.
The five-year refurbishment strategy will kick off at its Oxford Street store in London in June, followed by the Marble Arch branch in August.
The lingerie retailer plans to refurbish 27 stores per year out of its portfolio of 135.
Head of visual merchandising Sam Eddleston said: “We are very passionate about the new design behind our flagship London stores, and are looking forward to seeing people’s reactions to how the direction of the store’s look has developed. The design concept is a combination of boudoir intimacy and metropolitan glamour.”
In 2005, Ann Summers launched a “retail experience” concept at its Trafford Centre store in Manchester, including changing room doors with spy holes to create a “peep show” for customers wishing to show off their choices to their partners.
Ann Summers said the new design would follow the concept on a “much grander scale with a host of new features.”
The business’s pre-tax profits more than trebled in the year to June 30 2007, growing to £6.9 million against £1.5m for the same period during the previous year.