‘Tough’ image for Soho Ann Summers stores

MHG Design and retail specialist Silver & Co have been approached by adult retailer Ann Summers about redesigning retail environments and branding for the chain’s London outlets.

The move coincides with the appointment of BDG McColl to research an overall revamp of the company. No firm decision has yet been made as to whether the rebranding in the capital will go ahead.

Ann Summers head of PR and brand marketing Rebecca Cox says the group’s Soho stores differ from general high street shops in that they have to be “a bit tougher and male-oriented”.

“We are working with Silver & Co on a niche rebranding for the London stores, but it is very early days. If we go ahead with the redesign we will use them, but we have not decided whether we will go ahead with this at all,” she explains.

“Silver & Co has done some mood board concepts which we have been very impressed with, while MHG Design has been working on graphic design, including packaging.”

Cox adds: “We have received the majority of BDG McColl’s research for the overall rebrand, though nothing has yet been decided about the design. There are a lot of decisions to be made, but BDG McColl will be asked to pitch for the work.”

Meanwhile, Sharon O’Shae has been appointed design manager at Ann Summers.