Ann Summers enjoys hot demand for sex toys thanks to ‘Fifty Shades’

The runaway success of sex novel Fifty Shades of Grey has whipped up a huge uplift in profits at lingerie and sex toy retailer Ann Summers

Sales of handcuffs, blindfolds, whips and jiggle balls referenced in the worldwide bestseller have surged, returning the Irish arm of the firm to pre-tax profits of €806,902.

A spokeswoman for Ann Summers said that as a result of Fifty Shades of Grey, the sale of leather and metal handcuffs increased by 30%; blindfolds by 60%; whips by 15%; rope ties by 35%; restraints by 15% and sales of jiggle balls by 200%.

The spokeswoman said: “The Fifty Shades phenomenon has sparked a huge uplift in sales of toys and sexcessories nationwide.”

“Not only have we seen a significant +200% increase of the now infamous jiggle balls (between the beginning of July to the end of October 2012), there is also a considerable increase in other toys, including blindfolds, cuffs, restraints, whips and crops — indicating that there is clearly an appetite for a sexier life in Ireland.”

Figures from the Companies Office for Ann Summers (Ireland) Ltd and Ann Summers Ireland (Retail) Ltd show a pre-tax profit of €318,996 and €487,906 in the 12 months to the end of Jun 30, 2012. This followed a loss of €248,692 in 2011 — a swing of €1.054m.

Combined revenues at the two firms declined by €500,000 from €4.732m to €4.232m last year.

The full impact of the Fifty Shades of Grey effect will only be fully realised in the current financial year as the book became the fastest selling paperback of all time last summer — towards the end of Ann Summers 2012 financial year.

Ann Summers Ireland (Retail) Ltd’s revenues declined from €3m to €2.8m with revenues at sister firm, Ann Summers (Ireland) Ltd declining from €1.7m to €1.33m.

The filings for Ann Summers Ireland (Retail) Ltd show a gain of €334,605 on foreign exchange compared to a loss of €275,146 under the same heading in 2011. Ann Summers (Ireland) Ltd show a gain of €341,231 on foreign exchange compared to a loss of €309,679.

The directors of the companies are Jacqueline Gold and Vanessa Gold.