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Ann Summers will pop up at Selfridges

Women’s lingerie retailer Ann Summers is opening a pop-up shop in Selfridges in London this month, after winning the luxury department store’s backing with its recent rebrand.

The move forms part of the Ann Summers’ repositioning, which began two years ago, and has seen the retailer move towards better-quality fabrics and trend-led products since autumn 10.

Ann Summers chief executive Jacqueline Gold said the opportunity to open a Selfridges pop-up was too good to miss. “It means a huge amount to us for our product to be welcomed into such a great space as the Selfridges lingerie department,” she said. “It’s an affirmation of all the great work that has gone into reinvigorating our brand and changing perceptions.”

Ann Summers’ repositioning has seen its products, packaging, catalogue and advertising revamped, with plans to open a new-look store in Westfield Stratford this year and to replatform its website, in an attempt to banish outdated perceptions of the retailer. Since the rebrand the lingerie side of the business has increased from 37% of sales two years ago to 41% today.

Selfridges lingerie buyer Helen Attwood said the store had been in talks with Ann Summers for two years, and the retailer had “evolved a lot” during that time.

She added: “The product has got much better and the way it is packaged has a nicer feel to it. Younger girls are now shopping at Ann Summers and for that customer it’s a really nice product to buy into.”

The pop-up shop will showcase the Ann Summers Halloween range and will open for six weeks in the main contemporary section of the lingerie department from September 19 as part of a London Fashion Week tie-up and Selfridges’ Dead Cool in-store events programme for Halloween.

Gold said she hoped the team-up would mark the start of a “long-term partnership” between the retailers.

Speaking about possible further pop-ups or a partnership in a concession or wholesale capacity, Attwood said: “I think we need to see what happens with Dead Cool. We’ll make any further decisions based on sales from that.”

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