Ann Summers is launching a new marketplace and it won’t be selling sex toys

The lingerie and sex toy specialist’s new platform, knickerbox.com, goes live on July 16 and will be entirely dedicated to women’s underwear.

Ann Summers has invested £1.2m into launching the marketplace, as well as into its warehouse capabilities, and said it has been designed to be the go-to destination for a stylish and broad range of underwear.

Knickerbox.com is launching with a portfolio of 15 brands including Calvin Klein, Lemonade Dolls, Curvy Kate and Nudea, as well as Ann Summers’ own-brand lingerie.

The retailer said it hopes to “empower smaller brands” with the launch, many of which are female-led.

The platform hopes to broaden the retailer’s visibility and reach in the market. Ann Summers will be providing all technical, logistical and investment support required to support the launch.

Its online business faces challenges posed by the safety restrictions on search engines, which reduces the visibility of some of the Ann Summers products.

Ann Summers confirmed that despite the marketplace being lingerie-only, sex toys remain “a very important part” of its product offering and will continue to be available both in-store and on its website.

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’s birthday [July 16] 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. We are really excited about the launch and can’t wait for it to go live on July 16.”