Ann Summers’ stellar festive season boosted by online sales

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Sales at Ann Summers surged across the board during its Christmas period, boosted by a celebrity campaign and online.

Total sales for the lingerie and sex toys chain went up by 17.2 per cent, while online sales alone rocketed by 54 per cent.

Meanwhile, across Ann Summers’ in-store retail portfolio, sales climbed 12.5 per cent.

The retailer said its celebrity campaign helped drive the late male “guy buy” Christmas shoppers, alongside stronger online delivery options, giving consumers more confidence to shop later in the days leading up to Christmas.

“We also had a wider product offering and higher stock levels of key lines, coupled with an exceptionally strong wholesale growth of 72 per cent with ASOS and House of Fraser,” the retailer said.

Ann Summers said its strong first half so far puts the business in a “good position” to continue its investment programme in systems, stores and people.

“We are confident of another year of profit growth for 2016/17,” the retailer said.

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