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Lessons From Ann Summers: A Retail Reinvention Story

Most retailers add more tech, but Ann Summers chose to rebuild

At a time when retail is only getting more complex, Jeannette Copeland and Elliott Winskill took to the stage at The Retail Technology Show 2026 to share the reality behind a transformation that didn’t just upgrade systems, but instead rebuilt the foundations of the business.

Their message was clear – this wasn’t a tech project, it was a reinvention.

Retail isn’t getting simpler

More channels. More systems. More expectations. More pressure.

For Ann Summers, years of layering technology had created increasing friction across the business, from stores and ecommerce to logistics and customer experience. Like many retailers, complexity had quietly compounded over time.

Eventually, the tipping point came.

At some point, you stop adding – and start rebuilding.

Rebuilding the foundations for growth

Rather than applying short-term fixes, Ann Summers made a deliberate decision to rebuild the ‘heart and lungs’ of the business.

Working in close partnership with PMC, the team transformed their core integration architecture, moving away from fragmented, legacy systems towards a modern, composable, platform-based approach powered by PMC’s Graphene Platform.

This was to:

Regain control of their data and systems
Create clarity across channels and operations
Enable future growth, not just fix today’s problems

From fragmentation to flow

The result is a fundamentally different operating model:

A single, connected platform acting as a source of truth
Structured, accessible data across the business
Faster, more confident decision-making
Teams freed from manual work and able to move at pace

What was once a tangled web of integrations is now a foundation designed to scale, supporting everything from marketplaces to in-store experiences.

The reality: transformation is hard

This was one of the most challenging transformations Ann Summers had undertaken, since it required:

Rethinking legacy systems and processes
Navigating organisational change
Managing the human impact across teams

But that difficulty is exactly what made it meaningful, and ultimately, successful.

Why it worked: partnership over provider

A key theme throughout the session was the shift away from a traditional client–vendor dynamic.

This wasn’t a ‘delivery’ model, but instead a true partnership through:

Shared ownership of outcomes
Embedded teams working as one
Trust built through delivery, not assumed upfront

Transformation is a people story first.

That alignment enabled both sides to tackle complexity head-on, and keep moving, even when the path wasn’t clear.

What they delivered

Together, Ann Summers and PMC:

Launched 3 new marketplaces
Delivered 10+ transformation projects across integration, data and CX
Implemented one unified platform (Graphene)
Created a scalable foundation for future growth
Unlocked significant operational efficiency

But more importantly, they created a platform the business can now continuously build on.

What retailers should take away

The session closed with a set of hard-earned lessons:

Transformation is a decision, not a project
You will never feel fully ready, so move anyway
Trust is built, not given
A strong data foundation is a competitive advantage, not a cost
Pace and quality can coexist, but only with the right team

Final thoughts

Ann Summers didn’t just modernise its technology.

It made a conscious decision to step back, rethink and rebuild, creating a business that’s not just fit for today’s complexity, but ready for whatever comes next.

The partnership has been ongoing for 2 years, and that shows the level of dedication which both parties have undertaken to truly modernise their systems from the ground up.

Real transformation isn’t about technology.

It’s about people, trust and the courage to move before you’re ready.