“Back in the day, it was seen as very taboo,” said Ms Hollins. “Now people can buy sex toys in supermarkets, and Gen Z are far more open about this than my generation.”
Ms Hollins’ comments come after a period spent revamping the retailer and its products. In 2019, sales fell by £16m and the company racked up losses of £14m.
“There were things that we needed to change. I think the product slightly lost its way and had become a bit too ‘everyday’,” she said.
“Being brutally honest, you go [to Ann Summers] because you want something sexy. The everyday product wasn’t really selling.”
It has also focused recent efforts on appealing to shoppers seeking out “sexual wellness”, stocking products that are “much softer and less intimidating” alongside more traditional erotic garments and toys.
Its parties, too, have been re-christened to meet changing attitudes: that wing of its business is now called “Connect”, while party planners have been renamed as “consultants”.
The company posted a 4.5pc rise in turnover to £105m in 2023, while pre-tax losses came in at just under £4m, narrowing significantly from the prior year.
Ms Hollins admitted it had been a tough few years for retail, but said those retailers that have avoided collapse were now poised to benefit from shoppers returning to bricks-and-mortar retail.
“I think it has sorted the wheat from the chaff,” she said, adding that, while economic conditions in the wake of the pandemic had been challenging, lockdowns had provided a surprise boost for the company when selling its products online.
“I think people were experimenting more, given the fact that toy sales were very, very strong. People were at home more and had to find alternative ways to entertain themselves.”
Despite the personal nature of the goods sold by Ann Summers, she said shoppers were still keen to visit the stores in person despite being able to order online and that the company is committed to its bricks-and-mortar presence.
“It was quite a surprise to me, because my view is if you want to buy a sex toy, you probably want to do it in the privacy of your own home,” says Ms Hollins.
“But actually, our stores are really, really important. And if you’re new to that kind of purchase, you don’t really know what you’re doing.”