Michelle Mone OBE has landed a deal with Tesco to create an exclusive new affordable lingerie brand.
The supermarket has signed the Ultimo founder to design the Bra Queen collection, which will go on sale across selected nationwide stores and on-line at www.tesco.com/clothing.
Designed to combine catwalk-inspired style with supermarket price, the range is available in sizes B-DD with styles for creating extra lift, comfort, cleavage-enhancing and shaping.
Michelle Mone said: “I’m so excited to be bringing the new Bra Queen brand to Tesco – a great value range in the fashion fast lane without compromising on design and quality.
“The Bra Queen brand is about creating everyday lingerie fit for a queen that makes the most of what you have – but without a royal price tag.”
Tesco UK clothing buying director Bernadette Lusher added: “We know our customers are looking for quality, trend-inspired fashion that is accessible and great value.
“A partnership with one of the best known lingerie experts means our customers can purchase quality lingerie at supermarket prices.”