Ann Summers taps into Shades of Grey

Ann Summers is tapping into the zeitgeist around EL James’ erotic novel Fifty Shades of Grey by partnering with publisher Penguin around the UK launch of its latest sexy novel.

Bared To You

The book, Bared to You by Sylvia Day, is tipped to be the next Fifty Shades of Grey, and has already topped the New York Times Best-sellers list.

The details of the partnership have not been revealed but it is likely to include co-branded events and promotions.

Bared to You is the first book in Day’s Crossfire series and stars a college graduate starting her first job at a New York advertising agency and a billionaire businessman.

It will be available in paperback from Thursday (19 July). It is not known whether Ann Summers will sell the erotic book in its stores.

The partnership with the publisher is part of the lingerie retailer’s ongoing efforts to revamp its brand.

Over the past year it has overhauled its product lines, marketing and brand communications in a bid to recapture some of its edge.

It recently partnered with relationship charity Relate to launch a sexual health and relationship survey in an effort to gain more credibility with older women.

Fifty Shades of Grey has sold more than 3 million copies in the UK and 20 million print copies globally. It has also sold more than a million digital versions for Kindle in the UK.

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