UK sex shop chain plans to open big store in O'Connell Street

Ireland's largest sex shop is due to open before the end of the summer opposite the GPO in O'Connell Street, Dublin 1. Ann Summers, the UK chain which specialises in "exotic lingerie and marital aids", has agreed terms to take over a high-profile shop recently vacated by Shoe Express. It will be the group's first outlet in the State.

With over 5,000 sq ft available on two levels, the shop will be second largest outlet in the Ann Summers chain - only its Charing Cross Road store, in London, is bigger. While the UK property agents handling the assignment of the Shoe Express lease were reluctant to give details of the deal, sources in the property industry believe the Ann Summers chain is paying key money of around £150,000 for the shop. The current rent is thought to be around £80,000 per annum.

The group has sought planning permission from Dublin Corporation for an illuminated sign as well as permission to repaint the exterior and refit the interior to include a coffee shop. The planners have sought further information but, according to the company, fit out work will commence next Monday.

At its London headquarters, an Ann Summers senior executive said its main concern at the moment was to find suitable staff for their Dublin outlet. The O'Connell Street location had particular appeal simply because of its prominent location, according to Angelique Ciangi, retail marketing manager for the Ann Summers Group. "These type of stores don't have to be down back streets anymore. Over 60 per cent of our customers are women and they just adore our range."

Tom Coffey, chief executive of the Dublin City Centre Traders Association, is less enthusiastic about the street's newest tenant. "It is totally inappropriate that such a shop be allowed open on the capital's main street," he said, adding that his group had requested Dublin Corporation to bring in bye laws that would have prohibited such trading. As it stands, Ann Summers does not need planning or any other type of official permission to open on O'Connell Street, he said. "We don't object to this type of shop opening in Dublin," says Mr Coffey, "but it is totally inappropriate on this street."

Michael Ryder, managing director of Easons, also expressed disappointment about the type of business moving in to O'Connell Street and said that it would not comply with the O'Connell Street Integrated Area Plan.

Mr Coffey questioned the degree of success Ann Summers could expect in what he perceived to be a small market. However, the decision to open in Dublin is apparently based on the level of business the company is already doing through its Party Plan in home selling schemes. Their agents are currently running about 200 parties a week in Irish homes and according to Ms Ciangi, "there is an insatiable demand for our range of goods". The women agents handling the products normally invite customers and friends to their homes for buying sessions. Most of the 200 parties organised each week are held in Dublin.

O'Connell Street is covered by closed circuit cameras which record all activity and Tom Coffey suggests that being caught on camera might put people off from frequenting the shop. However, as the shop is unlikely to attract shrinking violets, far from being a deterrent the opportunity of appearing on video just might be a daring attraction.