Ann Summers revamps Marble Arch store

LONDON - Ann Summers has redesigned its London flagship Marble Arch store to better reflect its "sexy, innovative and fun" core values.

The new focus is on "bespoke luxury features, new colour schemes and spectacular visual display".

The upper floors feature a backdrop of signature feminine pinks, punctuated with slick black in a mixture of textures to entice the customer to explore.

The ground floor hosts fashion lingerie, nightwear and selected accessory ranges along with the more demure Knickerbox concession.

The new design includes sleek black sparkle floors, glossy black baroque styled furniture and decadent chandelier lighting suspended from mirrored ceilings to achieve a romantic boudoir tone. 

The changing rooms have been updated with classic boudoir style wall lighting and seating, along with a peep hole feature, allowing customers to flash their partners a glimpse of what they are trying on.

The lower ground floor provides a contrast to the more demure entrance floor with rich scarlet and black colours and an expanse of black rubber flooring.

The key feature of the lower floor is a dramatic scarlet lacquered curved wall and pillar display, which will host Ann Summers more risque products, including bondage and raunch fashion lines, lotions, accessories and toys.

The "vibe circle" will also be a key focus within the lower ground floor featuring stations housing products for demonstration.

Marble Arch is the second store to be revamped following the Oxford Street store, which took on a new look in June.

Jacqueline Gold, chief executive of Ann Summers, said: "The look of the two new stores is exemplary of the ever-developing feminine, indulgent vision as we continue to develop and expand.

"It is an extremely exciting stepping stone for the brand and I am certain customers will love the shopping experience that our team have worked so hard to bring to life."