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Ann Summers creates community focused loyalty programme

Camilla Rydzek
22 February 2022

Lingerie and erotic toy retailer Ann Summers has introduced an interactive community platform called Fann Summers, which offers a safe space for users to chat about a variety of topics relating to pleasure, and also offers exclusive perks and rewards. 

The new loyalty programme allows members the opportunity to complete missions to earn points and get rewards, as well as gaining a higher status in the community. Rewards include early access to sales, the chance to become a toy tester, special VIP gifts and exclusive business insider events.

Managing Director, Maria Hollins commented: “Our customer is always at the heart of our brand and we’re thrilled to have launched our first ever loyalty programme, Fann Summers. This is a loyalty programme with a twist, Fann Summers is also a community - a safe space for members to seek and share advice on a range of sexual pleasure topics and Ann Summers products. We are here to support, inspire and liberate every woman and Fann Summers is the perfect platform for that!”

Maria Hollins was promoted to Managing Director last week, as part of a reshuffle in its senior management team. In the new role Hollins will have oversight of all functions of the business including finance, logistics, technology and people.

The brand also recently exited its Company Voluntary Arrangement (CVA) and reported reduced losses as a result of its turnaround strategy. The business reported a reduced EBITDA loss of £7.2 million in the year to June 2020, compared to a £11.3 million loss in the same period the year before. It also expects a “meaningful return to profit” based on a sales increase of 9.3% to £113.8 million in the year to 2021.


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