Ann Summers is a bold British brand on a mission to empower confidence, ignite individuality, and reimagine intimacy. For over 40 years, it has led a revolution—breaking taboos, challenging convention, and inspiring people everywhere to embrace their authentic selves with pride. Through daring lingerie and innovative sex toys, Ann Summers doesn’t just sell products—it sparks conversations, celebrates self-expression, and champions the freedom to feel good in your own skin.

Brief

Ann Summers sought to revolutionise their e-commerce tech stack and deliver a personalised, exclusive online experience that resonates with their brand ethos.

Challenges

• Legacy technology and third-party integrations.
• An outdated design and UI that hindered website performance.
• Limited ability to scale their party planning services.
• Missed in-store sales due to reduced inventory availability.

Our Solution

We migrated Ann Summers’ storefront to Salesforce Commerce Cloud, enabling adaptability, modern third-party technologies like Loqate and Adyen, and custom page designs to enhance the shopping journey.

The new site expanded Ann Summers’ party planning business, empowering over 10,000 planners and ambassadors to manage parties, orders, payments, promotions, and commissions digitally.

We also unified inventory management by developing a custom app for Adyen’s terminal, enabling in-store ordering and reducing lost sales. Learn more about in-store ordering.

Result

Through a complementary SFCC platform and advanced commerce technologies, Ann Summers has expanded its e-commerce and party planning services internationally while unifying inventory management and capturing lost sales.

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