WOMEN'S desire to take more control of their sex lives is spicing up demand for Ann Summers' products across Kent.

That's one of the reasons why the high street sex and lingerie chain is opening three new branches--the latest in Canterbury--across the county within a few months of each other.

A store opened recently in the Pentagon Centre, Chatham. Another opened this week in Week Street, Maidstone.

The Canterbury store, larger than most Ann Summers' outlets, opens in the Whitefriars shopping centre, this summer. The company says a fourth may open in Bluewater.

The new branches build on the popularity of the Ann Summers all-female party plan network.

Philip Toomey, the company's retail and marketing manager, admitted the fast-growing retailer had been under-represented in the county for some time.

"Business is good in Kent, " Mr Toomey said. "We've got a fabulous party plan network and I don't think we have had a great spread of stores in the area."

Expansion also depends on the availability of space in prominent shopping locations. But perhaps the most important reason for success is changing public attitudes to sex.

"Consumer behaviour and attitudes have shifted in the last 10 years or so. Women are taking charge of their sex life. They are going to Ann Summers to look for products that are going to enhance their sex lives and they are taking charge in a more pro-active role."

He said stores attracted a cross-section of customers, not just the young. The oldest customer was in her 80s, Mr Toomey said. A lady in her 60s ran the party plan network in Devon.

"I was at a store in Bristol just before Christmas and I was chatting to a 60-year old lady. She was buying her first-ever sex toy."

Men also were less inhibited about going into an Ann Summers store "to buy a toy or novelty item to spice up their love life”.

Ann Summers was the brainchild of Jacqueline Gold, a member of the Gold family that founded a wealthy dynasty on porn.

It opened a new headquarters in Whyteleafe, Surrey, 18 months ago employing 300 people. Each new store creates around 10 full and part time jobs.

Each one sparks controversy. Revelations in this newspaper about the opening of local stores in prime shopping areas produced a heavy postbag.

Mr Toomey acknowledged that some people were offended by an Ann Summers store.

"Minority groups will always find a voice but it's a very small minority," Mr Toomey said. "Ninety-nine per cent of customers welcome Ann Summers with open arms when we hit the high street because we are something completely different.

"We don't set out to offend anybody. We are responsible retailers and we don't set out to offend."

Young people under 18 would not be allowed in the stores. If there is any doubt, they will be asked to show identification.

Meanwhile, the Ann Summers' stores in Chatham and Maidstone expect to be busy in the next few weeks. Sales traditionally rocket by 250 per cent in the run-up to St Valentine's Day.

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