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Ann Summers has joined the UK trade body for direct-to-consumer retail, the Direct Selling Association (DSA), as it looks to focus on its direct sales channel.
Currently, the retailer has joined the DSA as a prospective member, whilst the full membership audit process is carried out.
According to the DSA, direct selling in the UK is estimated to be £1bn per year, with approximately half a million people working as independent sales representatives.
A recent report from the DSA also outlined a 36% increase in the number of people joining direct selling brands in the first quarter of 2023.
Maria Hollins, CEO of Ann Summers said, comments: “This is an important step in our journey to grow and protect our direct selling channel, which was forged by Jacqueline Gold CBE more than 45 years ago and continues to be an important route to market for Ann Summers.
“As we refocus and grow our direct selling channel over the coming months and years, we look forward to partnering with the DSA and its members to ensure we remain at the forefront of the industry moving forwards.”
Susannah Schofield OBE, director general of the DSA, said: “Today’s announcement is the culmination of several years of dialogue between both organisations, and I am absolutely delighted that our relationship has been formalised in this way.
“I look forward to working with Maria and the team as we progress through the membership onboarding process. Ann Summers is quite simply one of the most iconic and disruptive direct selling brands in the world, and this signifies an important moment for the industry.
She added: “We anticipate significant growth in the direct selling channel over the coming months as more people seek to earn additional income.”
The DSA’s existing members include Avon, The Body Shop at Home and Usborne Community Partnerships.
