Ann Summers launch Knickerbox.com

After lots of planning and hard work behind the scenes, we’re excited to see the launch of Knickerbox.com, the UK’s first lingerie specific marketplace by Ann Summers. The Summit team have been working with Ann Summers for the last 4 years, driving performance across SEO and Paid Media. Over the last 12 months have been supporting Knickerbox.com with set up across these channels, plus Affiliates, and getting the website ready for launch!

The Knickerbox.com Launch

To celebrate #JGDay and mark the legacy of Jaqueline Gold (Ann Summer’s former Executive Chair) Ann Summers have launched Knickerbox.com today on her birthday, 16th July. The launch of the new “House of Underwear” marketplace supports Ann Summer’s growth ambitions and ambitious digital strategy moving forwards.

Vanessa Gold, Chair, said:

“Today marks the culmination of years of hard work in cementing Jacqueline’s legacy for the future. Jacqueline was extremely excited by the launch of Knickerbox.com and the opportunities that it presents for the Ann Summers business.

“Jacqueline’s approach to work and life was courageous and we continue to carry that with us today across the business. She was a trailblazer, a visionary, and the most incredible woman. I want to thank the whole team at Ann Summers for their tireless dedication in bringing Knickerbox.com to life and I look forward to seeing the platform develop and grow over time.”

Knickerbox.com is a lingerie-only website that will house brands including Calvin Klein Underwear, Lemonade Dolls, Sloggi, Tommy Hilfiger and our new brand KBX and its creation “is part of our ongoing commitment to champion Jacqueline’s legacy by innovating, pioneering change and breaking through societal prejudices”.

Sex toys remain a very important part of Ann Summers, but after safe search issues on Google and restrictions across Meta, Knickerbox.com will be entirely dedicated to women’s underwear and the new platform will support their growth ambitions and broaden their visibility and reach online.

If you want to know how Summit can support with your new brand or website launch, get in touch with us today at hello@summitmedia.com.