The revamp was carried out by web development agency Salmon, which redesigned the site, made it more user-friendly and given it what is described as an "indulgent online customer experience" that works to reinforce Ann Summer's visual brand development in-store.
Jacqueline Gold, Chief Executive of Ann Summers, said: "We are delighted to continue to evolve our look and feel for e-commerce in line with the newly revamped retail experience."
The site sports a host of new interactive features including Ann Summers' online bingo, Dr Love advice forum, review section and "Book a Party" facility.
Julian Baker, marketing and business development director for Ann Summers, said: "This website relaunch marks a pivotal development for the website as a commercial branding platform and forms part of the wider ongoing brand development strategy for Ann Summers.
"We are delighted with the impressive progress the e-commerce site has made to date, and are wholly committed to supporting its continuing growth by exceeding expectations of our ever-growing online consumer base."