WHY SHE CAME TO DELIVER EUROPE 2025

Maria Hollins, CEO of Ann Summers, wasn’t originally planning to attend DELIVER — until she had a conversation that changed her mind. “I met Chiara at the Retail Technology Show, and she did a really hard sell on me,” Hollins said. “She really sold the fact that this was the 10th anniversary, and it would be exciting to be part of it. I’m glad I came.”

And with the event hosted in Amsterdam, the draw was all the stronger.

THE CHALLENGE OF MODERNISING A FIFTY-YEAR-OLD BRAND#

Ann Summers has been a household name in the UK for decades, but modern relevance requires constant reinvention. “The business is 50 years old,” Hollins said. “I’ve been with the company for six years now, and it’s been a journey — one focused on making the brand relevant again.”

Her keynote session focused on how to revitalise a legacy brand without losing what made it iconic in the first place. “If there’s one takeaway, it’s this: understand the essence of your brand. Understand why it was famous, and speak to that,” she advised. “Of course you have to evolve — adapt to current landscapes and environments — but always remember what your business is fundamentally about.”

GLOBAL CONNECTIONS AT AN INTERNATIONAL EVENT

DELIVER offered more than just stage time. For Hollins, it was a rare opportunity to step outside the familiar. “It’s very rare I go somewhere and don’t know anyone in the room,” she said. “I think I knew one person at the dinner last night — that’s it. It’s been a real opportunity to meet new people.”

And with attendees flying in from across Europe and beyond, the international nature of the event added significant value. “People have travelled far and wide,” she added. “It’s a very global gathering — and really good to connect with a whole new set of people.”