Ultimo founder Michelle Mone said she is back on top form, leading a design team that has created the brand’s “best-ever” lingerie collection after a difficult 12 months.
Speaking at the press launch of Ultimo’s Valentine’s Day range at Debenhams yesterday, Mone told Lingerie Insight that buyers have raved about her new AW14 collection.
“Customers have said ‘this is your best collection you have ever, ever designed’. When the whole trauma was going on in the company I kind of went of the rails a bit design-wise and I’m back to probably the best I’ve ever been, leading the team,” she said.
Mone said she is confident that Ultimo will be back in profit by the start of 2015, after relaunching the business with MAS Holdings this time last year.
“It takes that amount of time recovery wise because we’ve got nine to ten month lead times,” she explained. "We’ve had to absolutely trash everything that we had, redo all the fits and come up with some more innovations.”
“Things a looking really good – we’ve got a brand bible, we’ve got new teams in place. We have spent about a year just cleaning out the house and cleaning up the mess that a divorce does leave. We’re almost there – we’re 95% there,” Mone added.
For the new season, Ultimo is introducing a low-back bra and a modernized version of the Miracle Solutions gel bra that Julia Roberts wore in 1999 film Erin Brockovich.
Commenting on the bra, Ultimo said, “It’s so light, but it’s got the same cleavage – that’s taken us a long time to get right.”
“Every single bra has been refitted, so the fit is 10 out of 10, the designs, the fabric, the price points, the marketing. Everything that I wanted out of Ultimo has happened,” she added.