Sexy, Daring, Provocative & Naughty –
We push boundaries & buttons to give our customers exactly what they want.

Ann Summers is an iconic empire and multi-channel retailer.

Our journey has been paved by the Golds and we've got one hell of a heritage to be proud of.

We stand for sexual liberation, experimentation and mind-blowing satisfaction. If there’s something our team of experts don’t know about sex, it’s not worth knowing. The imitators are flattering but we are the trusted authority in the industry; the pioneers of pleasure, the originators of body shaking ‘OH’s!’ and the inventors of the Rampant Rabbit (you’re welcome). We encourage sexual awakening and we’ve dominated the market for over 40 years, selling over 2 million Rampant Rabbits, with stores nationwide and thousands of parties held each week. We will continue to provide the nation with must-have lingerie and the latest in sex toy innovation. We are synonymous with female empowerment.

Take a look at our timeline including retro rabbits, retail revolutions, revelations and royalty.

We are Ann Summers and this is our story.


The first Ann Summers store in Wardour St was acquired by the Gold brothers. The store was given to them as a debt payment from business man Caborn Waterfield.

The golden question - was Ann Summers a real person? Well kinda. Dandy Waterfield named the shop this because he thought it sounded like English rose, and persuaded his former mistress, Annice Goodwin, to change her name in return for a directorship.


In 1980 we opened our 6th Ann Summers store.


Jacqueline Gold joins her father's business as an intern... She went to a Tupperware party that gave her one hell of an idea. The Ann Summers Party was born.


The first Ann Summers catalogue! The start of a British institution and better sex for all. The sex maniac finally had somewhere to write their secrets and Motion Lotion, the Pencil Vibrator and the Flasher's Apron gave giggles and 'gasms across the country.


The year of frills, thrills and automobiles. The growing success of parties lead to the expansion of product and our first bridal collection which included the bestselling Royale negligee.

Our ambassadors (or demonstrators as they were known) reaped the rewards of joining the revolution – with top sellers bagging the latest Metro, kitchen gadgets and homeware sets.

Go girls!


But we didn't forget about the guys. Before 'Magnum' was a model pose, it was a posing pouch, along with 'Rocky', 'Hunter', 'Big Boy' and napkin holder style cock rings. The perm was the model's own.


The year we inspired Game of Thrones. The medieval takeover complete with maidens, masks and the Monte Carlo wet-look evening dress. Ann Summers was the brand for women to look and feel sexy – from lingerie and toys to nightwear, swimwear and apparel.


We are the hottest brand on the high street, so where else could we raise the temperature? The desert of course, with a camel. Well, we do like a good hump.


1988 was all about raw, animal attraction. We were wild about turquoise satin, black lace and big hair... or it was the humidity. Survival of the fittest.


Mystery, guns and garters saw out the 80's with a bang.


Celebrating Ann Summers 10 year anniversary. We like to party.

  • Jacqueline Gold appointed Director of Ann Summers.
  • Party Plan celebrated its 10th birthday.
  • The year we should all be grateful for, the year of the Rabbit. But not just any Rabbit. Our world breaking, mind-blowing, body shaking Rampant Rabbit arrived on the scene (a vineyard scene with an apparent spider issue). The 'Pink Pearl' with our signature ears, rotating beads and multi-speed vibes was destined for sex toy stardom. We now sell a Rampant Rabbit every 2 minutes.


1993 Jacqueline became CEO of Ann Summers.

We took female empowerment to our visual merchandising and store design. 1993 saw our first, hugely successful 'pink concept' store opened in Queensway, London. These stores were designed to be more female friendly and resulted in a 50% increase in turnover.


In 1994 Ann Summers monopolised the gay capital of the UK and naturally, took it by storm. Brighton; we have arrived!

Jacqueline pictured as one of the Gucci & Business Age '40 under 40' most successful managers and entrepreneurs, 1994.

We also had Xcalibur – our own hunky dance troupe!

Gold Girls. Jacqueline and Vanessa, 1994.


In 1995 it wasn't just our toys providing good vibrations; Jacqueline Gold's book Good Vibrations, launched and was featured in the Ann Summers catalogue. The mid nineties got naughty with unique, weird and wonderful toys like the squirting and alien dildos and twice as sexy with the first plus size collection.

The mid nineties got naughty with unique, weird and wonderful toys like the squirting and alien dildos and twice as sexy with the first plus size collection.


In 1996 we leapt into the world of fashion and accessorised with slouchy Tees and jewellery.


In 1998 Sex and The City acknowledge the success of the Rampant Rabbit – we had officially hopped across the pond. The bunny theme made its way to lingerie and in the same year we sold fluffy trimmed bodies – we're so cute.

It's the 90's, it could only be The Pricey! Go girl, MEOW.


On the cusp of the millennium we began trading online. Welcome to the technological age of annsummers.com


We expanded our lingerie empire by taking over Knickerbox and opening our first store in Ireland. The Dublin store caused controversy and on the day the shop launched, Jacqueline Gold received a bullet in the post with a threatening note warning her not to proceed. As a strong and determined business woman she went ahead regardless and the shop was an instant success.


Taking on the courts

We like a challenge. This time Jacqueline took the government to court for banning the advertisement of jobs at Ann Summers in job centres. She won, of course.

Our brand is built on a solid foundation of strong women, strong morals and girl power.


Our second store in Ireland opened in Cork, this time with the support of locals. We also encouraged everyone to 'have fun with his plums' and donated 50p from every sale of passion fruit massage oil to the Everyman Campaign. Fruity.


Ann Summers goes international. The first European Ann Summers opened in Valencia, Spain. Hola!!


We couldn’t be prouder to have such an inspirational CEO.

Jacqueline is recognised for her contribution to business and voted Business Icon in survey by Everywoman and NatWest Bank and is also voted one of the Top 10 Women At The Top by Esquire magazine.

In recognition of her success as a woman in business, Jacqueline is invited by HRH Queen Elizabeth to Buckingham Palace to celebrate the successes of women in business. This is by far one of Jacqueline's proudest moments.


In 2008 we stepped up our game and opened our flagship store on Oxford St, London, and actress Lois Winston is announced as the new face of Ann Summers.


Vanessa Gold became Managing Director and worked hard to move the brand forward. She did her research in disguise for channel 4's Undercover Boss - an episode which became one of the most watched in the series as everyone wanted to see inside Ann.

Jacqueline founded #WOW Championing Working Women, an organisation which recognises the achievements of women in business and supports start-ups through her #WOW twitter campaign.

Stores were re-designed to the current 'black concept' style, which provides an elegant, glossy, sexy destination for our customers.


What a year. We partnered with Shop Direct adding wholesale to our bangin' business model.

Speaking of models, with the help of ITV we searched the nation for a real woman to be the face of our next campaign. Winner Lucy Moore models our plus size range today – we're always championing the sisterhood.

Customers become the heart of the business and a panel of women were recruited to work with the buying team to design a brand new sex toy for a TV series called Sex Toy Stories.

Ann Summers and Relate join forces to conduct a sex census - a survey conducted to find out what really happens under the sheets. Over 20,000 people completed the census and it remains one of the most in depth surveys of it's kind. They don't call us the sexperts for nothing.


Lingerie with a label. We collaborated with fashion designer heavy weight, Giles Deacon and the fabulous news was announced on Vogue.co.uk.

OMG. TOWIE babe Sam Faiers is our face of every day collection, Sexy Lace.

Ann Summers proudly supports breast cancer charity CoppaFeel! by encouraging every woman to show their boobs some love and check themselves regularly.


Our in house experts developed the Moregasm collection featuring Climax Technology – our most powerful sex toy motor yet. These intensely incredible vibrations shook up goody drawers forever and were endorsed by Dr Christian Jessen. The nation's prescription was multiple orgasms with a money back guarantee. Damn we're good.

TOWIE's Jess Wright is announced as the gorgeous face and body of Swimwear and Bobby Norris is our first ever Pride Ambassador flying the rainbow flag for all the lovers. #LoveIsLove.

Lingerie also steals the limelight with Best Lingerie nominations from Cosmopolitan, Reveal and Fabulous, whilst our seriously sexy Dark Desires marketing campaign was recognised by Drapers.

To top off a successful year, our inspirational CEO Jacqueline Gold is recognised in the New Year's honours list with a CBE.


Fearless, fun and a champion of female confidence, we are excited to announce Vicky Pattison as the new face of Swimwear.

OH MY BLOG! The Ann Summers blog is launched and is the destination for behind the scenes news, expert tips, fashion features and everything you want to know about sex and relationships.

ITV release prime time fictional series Brief Encounters, inspired by Jacqueline's autobiography Good Vibrations. The fictional drama follows six women in 1982 who become Ann Summers party planners and represent the pioneers of female sexual liberation, exploration and women in business. 44 years later we are still flying the flag, loud and proud.

Jacqueline officially receives the CBE at Windsor Castle. You may curtsy if you wish!

We are so happy to announce that Ann Summers are proud winners of the prestigious; Reveal magazine online fashion award – winner of 'Best Lingerie' category.

We are so happy to announce that Ann Summers are proud winners of the prestigious; Fabulous magazine High Street Fashion Awards – winner of 'Best Lingerie' category.