Top brands join Ann Summers for 'House of Underwear'

Ann Summers is jumping into bed with top brands including Calvin Klein Underwear, Lemonade Dolls, Curvy Kate, Nudea to set up an online marketplace which is claims will be the “ultimate House of Underwear”.

The launch of Knickerbox.com, which will not sell sex products or toys, is designed to tackle Google’s SafeSearch restrictions that the retailer insists reduce the visibility of its website and result in a large number of customers being unable to find it, due to its adult range.

Some 15 brands have already signed up for the launch, which will coincide with what would have been the late Ann Summers founder Jacqueline Gold birthday on July 16; the firm maintains it will be the only underwear specific site in the UK.

Ann Summers’ will also offer its new KBX brand through the platform, which it described as “understated, feminine and powerful” and offers curated underwear, lounge- and night-wear.

Chief executive Maria Hollins said: “The Ann Summers Group has ambitious plans for growth, and developing our omnichannel proposition sits at the very heart of these plans.

“We have been actively exploring ways we can leverage digital to support our growth ambitions and the launch of Knickerbox.com is a very exciting milestone for us.

“The new platform will create the ultimate ‘House of Underwear’ and through our carefully selected partnerships, we plan to support brands that align with our own ethos and values, namely female founded, ethical, inclusive, and fun.

“Launching on Jacqueline Gold birthday has been an important decision. Jacqueline was a pioneer of change, arguing for female leadership and representation in board rooms, breaking taboos, pushing boundaries and building the Ann Summers brand.

“I know she would be incredibly proud of the new platform, as well as our new KBX brand, which fulfils a different need to our Ann Summers brand. We can’t wait for it to go live on.”