In 2005 Ann Summers launched a brand new shopping experience.
The first store, in Manchester’s Trafford Centre, was opened to critical acclaim, from industry experts and customers alike.

The new store has been designed to better reflect the brands core values: feminine, sexy and witty. The walls are draped with white voile curtains and flooded with soft light. Intricate wallpaper has been used to highlight key lingerie sections and bespoke crystal chandeliers adorn the ceiling. The store layout is spacious and open with perimeter fixtures and free-standing units giving the store a softer, feminine yet intimate boudoir feel.
Humour is dotted throughout the store, from the copy written around the store to the changing room doors that have a spy hole window that opens on the inside, proclaiming a ‘peep show’ on the outside (for customers who want to show their partners their choices!).

The store is sexy and tactile, with texture an important focus. Rubber, plush carpet, padded leather, satin and smooth lit edge acrylic, have been used throughout to departmentalise the store and reflect the change of pace as customers move from Ann Summers and Knickerbox lingerie at the front to soft bondage at the back. Modern new mannequins and stunning furniture add extra femininity and style.