What Is Ann Summers? Sex Toys And Lingerie MLM In Review!

is ann summers a scam

Welcome to My Ann Summers Review! 

Most multi-level marketing (MLM) companies have a way to make their brand distinct or at least phenomenal but this one right here doesn't need to put much effort.

The products themselves plus how they started are more than enough to be talked about.

Initially a retailer company, Ann Summers transformed from a multi-national brand into a multi-level marketing platform, distributing sex toys and lingerie.

Ann Summers Review Summary

Name: Ann Summers

Website: www.annsummers.com

Founders: Michael Caborn-Waterfield.

Product Type: Retail Company / Multi-Level Marketing

Price: $30 For The Membership Fee + $50 To $75 For The Starter Kits

ann summers logo

Quick Summary: Ann Summers is a retail giant that sells lingerie and sex toys. It has over 90 physical stores and caters to a wide market worldwide. It’s distinct but it has a few drawbacks so before you sign up, be sure to read this entire review.

Overall Rating: 4/10

Recommended: No

It managed to reach other countries but will it help you achieve a greater potential?

Will it provide a good source of income?

Most importantly, is Ann Summers a scam or a legit networking program?

Find out everything you need to know in this Ann Summers review.

what is ann summers about

What Is Ann Summers About?

Founded in 1970 by Michael Caborn-Waterfield, Ann Summers is a multinational retail company selling lingerie and sex toys. Now that’s quite new to the MLM scene.

Other than the controversial products, the history of their brand was quite juicy as well.

The brand was named after the founder’s rumored mistress and secretary, Annice (Ann) Summers. Started as a traditional shop in Marble Arch, London, the lingerie shop was able to establish six more ships; however, after a couple of years, its founder, Michael Caborn-Waterfield, sold their first store in Wardour St. to David and Ralph Gold.

Since then, Ann Summers turned to a high-end brand selling lingerie and that’s when its popularity started.

However, like other businesses, it has its own challenges. One of which is the limit in promoting sex toys, thus affecting their growth and sales.

That’s when David’s daughter, Jacqueline Gold, had an idea in 1981. 

After going to a Tupperware party, Jacqueline implemented an MLM concept to their brand.

ann summers jacqueline gold

Ann Summers still has stores where they sell their products but now, they also provide an opportunity for their “ambassadors” to make money while the lingerie shop also has the chance to grow their business.

Now, while the million-dollar company has reached an undeniable success and many people have loved it, some brands, including Apple and the Queen had a beef against it mainly because of their ads.

For instance, after releasing their iGasm, a sex toy compatible with an iPod, Apple released a legal issue against it.

Ann Summers Product Line

The brand is divided into seven categories, namely Lingerie, Sex Toys, Erotic, Sex Essentials, Bondage, Nightwear, and Fancy Dress.

ann summers product line

As of now, they have over 91 stores and they also ship worldwide. 

As for the product reviews, their dildos, vibrators, bras, and other products seem to capture the hearts of their users. On their website alone, you can see 4 to 5-star ratings on their items.

Apparently, it’s because they put their attention to the reviews they get from their consumers and use it to improve their products.

According to their Senior Online Merchandiser, Karen Hitt, “It’s very important for us to provide our customers with the best experience and products, and therefore we’re continually trying to improve. The insights from product reviews help us do just that.” 

Is Ann Summers A Scam?

Ann Summers is not a scam and it’s far from being one. It’s not even a sole networking company as it has over 90 physical stores. It’s been in the industry for a long time and has gained quite a few patrons.

While there are complaints against them, it’s not about the opportunity or their products but how they market their brand.

It’s both a good and bad thing: good because at least, it means that they have tangible products and legit business opportunity; bad because they pissed some people and brands.

Nonetheless, it’s far from being a scam.

Is Ann Summers A Pyramid Scheme/Ponzi Scheme?

No, Ann Summers is not a pyramid nor a Ponzi scheme.

Basically, it’s a retail company that has physical stores and sells goods, such as lingerie. It was only later on when they decided to implement an MLM structure in their business. 

Still, even if there are elements of networking involved, the business model itself is legit

It has more than one source of income -- through retail sales and recruitment, thus not a pyramid.

If you’re confused between the two, here’s a quick explanation.

Networking, network marketing, or MLM is a legit business model that’s been in the industry for a long time. The brand usually has tangible products, such as CBD-infused essential, dark chocolates, and more.

Members sell these products to make money and also have the chance to earn more commission by growing their team, thus the recruitment. As long as it’s not heavily focused on inviting people, there’s usually no problem with this.

A pyramid scheme, on the other hand, is not only illegal but also unstable. It’s bound to collapse anytime. 

The only source of income is through recruitment, thus a red flag already. Luckily, Ann Summers is far from being one.

It doesn’t also guarantee a return of investment unlike a Ponzi scheme so it’s safe to say that the lingerie company is a legit one.

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Ann Summers Compensation Plan

One of the drawbacks when it comes to this opportunity is the lack of transparency online. 

Ann Summers is not open to the details of how much Income Disclosure Statement and how they compensate their ambassadors.

More or less, it’s like the other networking companies, such as Vivri and Thrive

They compensate members for making a sale and for inviting people to join the program.

You can watch the video below to learn more about Ann Summers:

How Much To Join Ann Summers?

Like their compensation plan, the costs related to becoming an Ann Summers’ ambassador were not disclosed. Thanks to some reviews online, we’re able to give you a glimpse of what you need to pay to join the brand.

To become a member, you need to pay around $30 for the enrollment fee and purchase Starter Kits, including:

  • Starter Pack $50
  • Pro Pack $75



Legit Brand With Interesting Products

Lingerie is rampant but their other products, such as dildos and other sex toys are quite still the talk of the town. This gives the brand and its members an edge over the market because it’s somehow unique and exciting.

Also, Ann Summers is legit and has been around for more than 30 years, thus there’s no question about its stability and legitimacy.

Positive Feedback

On their website alone, their products have received either a 4 or 5-star rating from their buyers. It’s a good sign because it only shows that they focus on building and improving their products. It’s also good to know that their executives do value the feedback that their consumers give and use it to develop their goods.


Lack Of Transparency

While Ann Summers managed to be open about the most controversial things, such as the use of sex toys, they failed to share one of the most important things when it comes to business opportunities, the compensation plan, and Income Disclosure Statement.

Aspiring members now have little to no idea about what to expect when they join the brand.

Limited Market

Sex toys are controversial and interesting but not everyone uses and buys them, therefore if you’re an ambassador of the brand, it would be challenging for you to sell their products because of the limited market. Considering this, the income potential would be limited, too.

Hassle Of Recruitment

Like any ordinary MLM, there’s still an element of recruitment. If you’re new to this, you should get yourself ready to be rejected or even blocked on social media accounts. 

Networking, while a legit business model, still has a negative impression on most people so it won’t be easy to convince them to join the brand.

However, unless you’re good with sales, you really have to grow your team so you can increase your rank and commissions.

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Training Tools/Support

According to their website, New Ambassadors will be trained and supported by their experienced Ambassadors to help them grow their business. They do it virtually for now because of the pandemic.

Final Opinion/Verdict

Overall, Ann Summers is a good brand. It’s legit and has gained a good reputation. It’s controversial both in positive and negative ways. It also comes with an interesting opportunity to try for the bold and adventurous people.

The downside, however, is that it lacks transparency when it comes to its Income Disclosure Statement and its compensation plan. More or less, aspiring distributors may have to reach current ambassadors first to know more about this.

Also, the market and income potential may be limited because of the kind of products they promote.

What's Next?

Unless you’re a fan of sex toys and lingerie or you truly admire Ann Summers’ products, maybe by now you’ve decided that this is not the opportunity for you.

Don’t worry, we got a better alternative and this one doesn’t involve recruitment.

Join our #1 recommended program now and have access to the following:

  • One-on-one coaching
  • Comprehensive guide
  • The best business tools and support you need
  • Webinars and training resources
  • And many more!

Thank you for reading our Ann Summers’ review.

If you have questions or comments, please feel free to share them below.

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Caroline So

I'm a stay-at-home mom always on the lookout for ways on how to make LEGITIMATE money online. I also love to write; when not working as a content writer, I create blogs about skincare, makeup, motherhood, and digital marketing. I joined Vasiliy as a writer for Best Lifetime Income blog.

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