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How Ann Summers is adapting for international markets

Ann Summers head of international said the lingerie and sex toys retailer is developing its overseas operations strategy following its launch in the US and Australia this year.

Olga szombathelyi three

Olga Szombathelyi 

Speaking at the Drapers Operations Forum 2017 in London this morning, Olga Szombathelyi said customers “tend to be younger” online, so the retailer is considering whether the younger consumer is a better fit for its international strategy.

The retailer will also review key territories to invest in when it comes to delivery strategies, as customer demand for services such as next-day delivery increases.

Although exchange rate fluctuations continue to affect the retail sector, Szombathelyi noted that its US business has given Ann Summers a boost: “Our intake margin is under a lot of pressure, but what’s helped is that currency in US dollars is coming in and generating money we can use.”

Szombathelyi added that Ann Summers is not significantly affected by return rates: “Internationally, returns are almost non-existent for the business, and in the UK it’s very low. At this point in time it’s not a big issue for us because of the nature of our products, so we offer free returns.”


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