The Ann Summers Group is planning to become to “House of Underwear” with the launch of its new platform, Knickerbox.com, today on 16th July.
Knickerbox.com is an online destination for women’s underwear, which features a wide range of third-party brands. With this launch, the Ann Summers Group sets out to empower smaller brands, many of which are female-led.
The platform, which will be the only lingerie-specific retail platform in the UK, will first feature 15 brands – Calvin Klein Underwear, Lemonade Dolls, Curvy Kate, Heist, Tommy Hilfiger, Chelsea Peers, Nudea, HotMilk, Modibodi, Sloggi, Ann Summers, Bravado, Ann Summers, Kat the Label and exclusives on their site of Wild Lovers and the in-house KBX label . However, unlike Ann Summers, it will not sell sex products or toys.
Ann Summers Group has invested £1.2 million in technical, logistical and investment support needed for the launch of the platform. It’s also modifying its warehouse to increase capacity and improve overall operational efficiencies.
The Group’s former Executive Chair, Jacqueline Gold CBE, who passed away last year, was incredibly excited about the project and its potential to bring together underwear brands that build on the heritage of Ann Summers. In recognition of the powerful legacy left by Jacqueline, Knickerbox.com launches as it would have been her 64th birthday on 16 July 2024.
Maria Hollins, Chief Executive Officer, said:
The Ann Summers Group has ambitious plans for growth, and developing our omni-channel 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 CBE’s 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, Knickerbox.com, as well as our new brand KBX, which fulfils a different need to our Ann Summers brand.
The new KBX brand will include nightwear & loungewear, intimate apparel and underwear under the slogan of ‘Make Everyday Exceptional’.
