EXCLUSIVE: Ultimo targets independents

Ultimo is set to target independent retailers for the first time in a decade at this month’s Pure London trade show.

The lingerie brand is currently available exclusively to purchase online and through UK department stores and supermarkets, such as Tesco and Asda.

Founder Michelle Mone OBE stepped back from the independent sector many years ago after reportedly experiencing difficulty receiving payment from a series of its clients.

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“We used to do the Harrogate show, but we stopped that, because the show was not busy at all,” Mone told Lingerie Insight. “I think the independents were having a hard time and a lot of them weren’t paying us.”

However, now that she feels the independent sector is showing significant signs of recovery, Mone is determined to give it another go.

“I think now, if they want to stock Ultimo, there is no reason why they can’t," she said, "and we will go on from there.

“We are a brand stocked by department stores like Debenhams, but I think if they are an out of town shop and people can’t get to these stores, then why not? Ultimo has now got 13 inventions, so the independents will not have the inventions that we have already got, so there is a point of difference there.”

There will be a minimum order value for stockists but, according to Mone, it will be a figure that is attainable for the independent sector. “It’s not that much,” she said. “It’s not massive.”

Michelle Mone will also be speaking at the Pure London show, which is set to take place at Olympia, from August 19 to 21.







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