Ann Summers will open its redesigned Oxford Street flagship store on Monday, as it announces plans for a new visual identity for its Knickerbox sub-brand.
Knickerbox concessions in Ann Summers stores and the Knickerbox website will receive the new branding, designed by consultancy The One Off in collaboration with Ann Summers’ in-house team, on 21 July.
The One Off was appointed in September without a pitch.
The logo will feature a butterfly motif and pink and mocha colours, while the K of Knickerbox will be used alone as a monogram or an abridged form of the identity.
Two new-look Ann Summers stores on Oxford Street and at Marble Arch have been designed entirely by its in-house team, comprising seven graphics and interior designers, and visual merchandisers.
The Marble Arch store will open at the beginning of August.
Ann Summers hopes that the new look will broaden the store’s appeal, since it is distancing itself from its more exotic merchandise by relegating it to the lower floor.
A two-strong in-house Web design team is currently revamping the Knickerbox website, though there is no set date for its launch as yet.
Ann Summers bought lingerie chain Knickerbox in 2000.