Shopper Discounts and Rewards: Ann Summers puts Knickerbox up for sale

Debenhams and Tesco may bid for the brand

Lingerie brand Ann Summers has confirmed it is putting Knickerbox up for sale, with the longer aim to revitalise the more risque part of the business.

Following an interesting Valentine’s Day campaign this year, this is another move from Ann Summers to increase footfall at their stores around the UK. They also sell online.

tax profits soar for Ann Summers

Apparently Fifty Shades of Grey not only captured the imagination of millions of readers across the world, but also saw a boost of sales for unusual lingerie items. As The Telegraph reports, “pre-tax profits rose by 43pc in 2012 to £4m on the back of increased sales, particularly in product lines mentioned in the Christian Grey novels.”

Jacqueline Gold, Chief Executive Officer:

“Knickerbox has been a very successful part of the Ann Summers brand for over 13 years and we have made this decision as part of a wider strategic plan that we believe will allow us to experience continued growth and brand development.”

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Ann Summers uses guerrilla tactics for Valentine’s Day campaign