How Ann Summers Reclaimed Relevance Through Brand Reinvention

Maria Hollins | DELIVER Europe 2025

Legacy Brands Need More Than Loyalty — They Need Relevance

At DELIVER Europe 2025, Maria Hollins, CEO of Ann Summers, delivered a keynote rich in honesty, cultural insight, and commercial clarity. Her message: legacy isn’t enough. To survive — and thrive — brands must stay rooted in their essence while evolving every aspect of the business to meet modern customer expectations.

Understanding What Made the Brand Iconic

Ann Summers has long been known in the UK for breaking taboos and empowering women in both the bedroom and the boardroom. But by the time Maria joined six years ago, the brand had lost ground to competitors.

“We weren’t relevant anymore,” she said. “We’d veered away from what we stood for.”

Maria’s first task? Bring the business back to its roots — while steering it into the future.

What Reinvention Really Looks Like

The revitalisation process was comprehensive. Maria’s team approached it through six key levers:

1. Visual Identity: A full refresh of colours, typefaces, and brand visuals to modernise their presence.

2. Heritage-Driven Storytelling: Iconic product relaunches like The Mighty One rabbit — now rechargeable and in gold — built bridges between past and present.

3. Product Modernisation: Better lingerie fit and extended sizes, Tech-integrated sex toys, Curated third-party brands to elevate the range

4. Audience Expansion: Collaborations with figures like Maura Higgins and Molly Smith helped reach younger, digital-first audiences.

5. Technology Overhaul: ERP implementation, Cybersecurity focus, Website and store upgrades

6. Internal Culture: Leadership alignment, inclusive communication, and open-door policies built a change-ready workforce.

Customer Confidence Starts with Cultural Confidence

Maria emphasised the need for cultural buy-in at every level.

“You can’t implement fast change without bringing the team with you,” she said.

Weekly updates, shared strategy ownership, and flat leadership structures helped Ann Summers remain agile — even as legacy systems were being rebuilt behind the scenes.

Knowing the Customer — Even When They Prefer Discretion

A unique challenge for Ann Summers: many customers don’t want to be identified. Yet Maria’s team learned:

• Shoppers typically stick to one channel: online or in-store

• In-store shoppers often seek guidance and reassurance

• Online shoppers want discretion — supported by discreet packaging and paperless delivery

The brand also invested in sizing technology and in-store bra fittings to ensure confidence in every purchase. Remarkably, lingerie returns remain under 10%.

Inclusive by Design

Campaigns now feature women of all sizes, ethnicities, and body types.

“There’s no single definition of sexy,” said Maria. “We just want to help you be the best version of yourself.”

This message isn’t cosmetic — it’s part of the brand’s DNA and shows in product design, casting, and customer interaction.

Lessons for New and Legacy Brands Alike

What can new brands learn from Ann Summers?

• How to stand the test of time

• The value of knowing — and owning — your brand essence

• Why authenticity trumps trend-hopping

And what can Ann Summers learn from startups?

• Speed

• Adaptability

• Digital-first thinking

“Our new systems help us do both,” Maria explained.

One Mistake to Avoid: Straying from Your Core

“We tried to expand into everyday lingerie,” Maria admitted. “It didn’t resonate. That’s not what our customers come to us for.”

Now, every product must support sexual confidence — or it doesn’t belong

A CEO Who Listens

Maria shared a moment of joy: receiving a glowing email from a senior industry leader praising staff in the Soho store. For a CEO, those rare pieces of unsolicited, positive feedback are powerful reminders of purpose.

And as a customer herself?

“I want it to be easy. Convenient. Good value.”

Advice for Leaders Repositioning a Brand

Maria’s guidance was clear:

“Understand your brand essence. Stick to it. Don’t be afraid to adapt — just make sure it’s aligned. And don’t go off-piste.