50 Shades Of Grey Is Gold For Ann Summers

As many retailers suffer the effects of the consumer spending squeeze, one chain is crediting the popularity of a book for booming sales.

Ann Summers tycoon Jacqueline Gold says the success of the saucy literary trilogy 50 Shades Of Grey has helped her chain to sell out of many of their 'racy' items.

She told Hello! magazine the books, written by EL James, had also opened up a lot of new doors on a business level.

Anne Summers boss Jacqueline Gold joined the firm in 1979

"What 50 Shades has done is to move erotic fiction from the back of the book store to the front and suddenly everyone wants a piece.

"Attitudes have changed and rightly so because why shouldn't people be able to spice up their sex lives.

"There are a lot of quite surprising potential partnerships we're negotiating at the moment - companies who would never have thought of getting involved with Ann Summers before - four of which, excitingly, are very close to fruition."

The chain claimed that as sales had declined for the high street as a whole on last year, its own sales had grown 78%.

Sales of products featured in 50 Shades Of Grey had soared, the company said, with items such as blindfolds and handcuffs currently up 60% and 30% respectively.

Online sales had grown 50%, Ann Summers said.

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