BRITISH erotic lingerie and sex toys chain Ann Summers returned to profit, at GBP 1m, in 2014/15 after a loss of GBP 3.9m in the preceding year. A number of improvements contributed to the turnaround. These included strong performance by 18 refurbished stores, the launch of a swimwear collection, higher online sales due to a new web platform and a wholesale deal with the ASOS e-commerce platform, and the success of the Everyday Sexy TV advertising campaign. In the summer of 2016, the planned airing of a six-part TV series based on the early days of the brand’s development is expected to provide a further considerable sales boost.
Now that sex and eroticism are no longer taboo subjects, manufacturers and distributors of risqué lingerie and pleasure accessories can look forward to further considerable sales growth.