Ann Summers recruits M&S womenswear boss

by Ben Carter, Marketing 21-Sep-05

Ann Summers has stepped up its efforts to enter mainstream retail by poaching Marks & Spencer's head of marketing for womenswear as its top marketer.

Julian Baker will join the UK's biggest sex-shop chain at the end of the
year in the new role of business development director. He will oversee
marketing and identify new areas of business.

Baker's appointment comes in the midst of an expansion drive at Ann

Summers, which is seeking to capitalise on booming sales of sex toys to
establish itself as a high-street brand.

The retailer is preparing to open its first superstore in Cardiff. The
store, which will sell a range of home accessories such as bath
products, will enable the privately owned chain to host special events
and themed nights. If the expanded format is successful, it will be
rolled out across its 120-strong UK chain.

Gordon Lee, Ann Summers' head of marketing, will report to Baker, who is
leaving Marks & Spencer in the middle of a restructure of its marketing
department. He was previously head of childrenswear marketing at the
retailer.