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Ann Summers unveils Autumn/Winter range
Ann Summers launched its new collections for Autumn/Winter 2012 at an event in London’s Haymarket Hotel, close to Trafalgar Square, on 17th of May. Members of the media met Jacqueline, younger sister and fellow Ann Summers MD Vanessa, and their father David Gold among the gallery- like displays in the hotel’s Shooting Gallery room. Big things are expected from a new
dual-material rabbit called The Powerful One. Developed under the name Fusion, hinting at its vibration-carrying ABS shaft and soft silicon rabbit ears and G- spot bulge, the original name was dropped as it was deemed ‘too redolent of the razor of the same name’. Its USP is a sweeping, glowing line around it, bringing the Tron look to sex toys. Also coming to a ‘Summers near you is a small rechargeable bullet which lives in a compact-like USB recharging case and bright candy coloured vibes in greens, blues, pinks and a very vivid yellow. Black toys are seen as a growth area by Ann Summers, and several were on display. Waterproof updates of various classic toys were shown, along with We- Vibe 3 and a mini Rabbit Petite - The Little Slim One - being marketed under the banner, ‘Small Size, Big Sighs’. The Swan and Leaf ranges of rechargeable non-phallic toys were complemented by an extended collection of Lelo products, including a gold plated design which carried a hefty £10,000 price tag. Principle toy buyer Mark Brewer
spoke about both the new lines and how the business was moving forward, with new-look branches and changing sales splits of products across various channels. Pink toys are still their number one seller, ETO learned. Brewer said of his personal favourite
from the new range: “Not to sound too corporate, but it is the new Powerful One. The mix of silicone and ABS plastic is very special. It’s a first to this market.
We’ve listened to our customers and know while she likes the hardness of the ABS, she loves the feel of silicone, and we’ve put both materials together to create one amazing product. You get a very powerful sensation through the shaft compared to a PVC or silicone. My other favourite is the rechargeable bullet. We’ve sold 300,000 bullets recently - probably more than the rabbits, by volume. We’ve one-speed, three-speed, seven-speed and the all- singing rechargeable model now - never run out of batteries again!” Some lingerie items featured ‘buttock enhancement’ in the shape of padded areas to give that ‘bubble butt’ look. Seen in black alone, this feature was shown on both generous panties and a
body-shaping corselette. Ann Summers’ marketing director
Fiona Davis said: “We’ve been delighted with the reaction from all of our visitors today. We’ve had a good turnout from the press and what we’re finding is they’re recognising the transformation of the brand and the products, taking Ann Summers from strength to strength, each season. Both in terms of the apparel and lingerie, and as you’ve seen, excitingly, the toys are taking a brand new direction. My word of the day has been innovation. My favourite? Well, I did enjoy stroking the gold Lelo vibe. It’s a wonderful, tactile shape. It’s a one off, very special. It’ll be in our Stratford branch in July, for the Olympics.”
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Erotic Trade Only June 2012
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