M&S partners with Ann Summers to sell crotchless lingerie, signalling a shift toward edgier underwear offerings
Executive summary: Marks & Spencer announced on 1 August 2026 that it will sell Ann Summers‑branded crotchless panties through its online store. The move indicates M&S's strategy to refresh its lingerie assortment and appeal to younger, trend‑conscious consumers by incorporating products once confined to specialist adult retailers.
Who is involved: Marks & Spencer (M&S), Ann Summers (the lingerie and adult‑wear brand), consumers, and industry commentators.
Likely next: Analysts will watch M&S’s upcoming quarterly results for any impact on lingerie sales, and the company may consider expanding the Ann Summers range if the trial performs well.
The partnership places Marks & Spencer in the adult‑lingerie space, reflecting a broader trend of mainstream retailers expanding into previously niche products to attract younger shoppers. Analysts note the move aligns with a century‑long evolution of underwear fashions and is unlikely to trigger major regulatory issues given the products comply with UK advertising standards. Initial reaction shows limited controversy compared to past similar moves, suggesting the collaboration is more about brand modernization than scandal.
Timeline
- — Knickers in a twist: why M&S selling crotchless panties isn’t as outrageous as it seems (The Guardian — Business)
Analysis — what this means
Sectors affected
- Lingerie retail
- Adult novelty retail
Key entities
Sources
- Knickers in a twist: why M&S selling crotchless panties isn’t as outrageous as it seems — The Guardian — Business
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