Yes - absolutely. Ann Summers stores are safe, inclusive and welcoming for everyone and, whilst this should go without saying, we would like to emphasise that this includes ALL members of the LGBTQ+ community.
Our approach is simple: everyone is welcome, and everyone should feel comfortable shopping with us.
Our Commitment to Inclusive Service
- We provide service that is respectful, non‑judgmental, and consistent for every customer.
- We do not make assumptions about:
- Gender identity.
- Sexual orientation.
- Personal preferences or needs.
- You are free to browse, ask questions, or request support at your own pace.
Our team is trained to deliver an experience where you feel:
- Welcome.
- Respected.
- Supported.
- Comfortable.
How You’ll Be Treated In Store
When you visit one of our stores, you can expect:
- A warm, neutral welcome with no expectations placed on you.
- Inclusive and respectful language, tailored to you.
- Support that is available when you want it, but never imposed.
- A focus on your comfort and confidence at all times.
If you’d prefer space, that will always be respected. If you’d like support, our colleagues are there to help.
Supporting Transgender and Gender‑Diverse Customers
We recognise that everyone’s experience is different, and our approach reflects that.
- Some experiences (such as bra fittings) may feel the same as for any customer, while others may require a more tailored approach
- Our colleagues are trained to remain professional, kind, and guided by you at all times.
- We focus on what you want from the experience, rather than making assumptions.
We will never ask unnecessary or intrusive questions. Any conversation will stay focused on helping you find the right product or support.
Inclusive Language and Respect
- We aim to use clear, inclusive, and gender‑neutral language
- Where appropriate, colleagues may share their own pronouns to help create a welcoming space.
- We respect the language and terms that feel right for you.
We understand that language matters, and it plays an important role in helping people feel included and respected.
Your Comfort Comes First
Your comfort is always the priority, especially for more personal services like bra fittings.
- You will always be asked what you’re comfortable with.
- You can choose:
- How much support you’d like.
- Whether you’d like assistance or prefer privacy.
- The pace of the experience.
- You are always in control of the interaction.
Bra fittings and product support are designed to be discreet, respectful, and tailored to you.
A Safe and Respectful Environment
We are committed to maintaining a space that is safe for everyone:
- We have a zero‑tolerance policy for inappropriate or disrespectful behaviour in store.
- Our colleagues are supported to ensure all interactions remain respectful and comfortable.