Ann Summers spares blushes with plans to go up-market

Published on Wednesday 4 June 2008 10:24

SINCE opening in 2002, well-heeled blushing parents have had to shield their children's eyes from some of its controversial window displays as they pass its Princes Street store.

But not any more after the boss of lingerie and sex toys retailer Ann Summers said she plans to take the raunchy chain up-market.

Sex toys like its infamous "Rampant Rabbit" are to be hidden at the back of the chain's stores as it looks to become a "luxury lingerie" rival to La Senza.

Jacqueline Gold, the firm's chief executive, said: "I don't want sex toys in the front half of stores. We have families walking past. We're not looking to shock or upset people."

The chain has long faced criticism for its positioning of stores on high streets throughout the UK.

A store opened on Perth's High Street despite a wave of objections yet needed to close last year after the residents of the Fair City were said to be too embarrassed to shop there.

"The new concept will be much more luxurious and glamorous," said Ms Gold, who took over the firm from her father in 1987.

"Before it felt more clinical, old-fashioned. Now it is softer, with a boudoir feel."