Petra Drali initially joined Ultimo as commercial director in October 2014, but within seven months she was promoted to managing director following the takeover from Sri Lanka-based lingerie group MAS Holdings, which now owns an 80% stake in the business.
Having previously held management positions at Kurt Geiger, Godiva Chocolatier, Crabtree & Evelyn, Molton Brown and Christian Dior, Petra knows a thing or two about running a successful consumer-driven business, which explains why she’s grown Ultimo based on the actions and needs of its customers.
Ultimo is still known for its cleavage-enhancing lingerie and Drali is keen to continue down this route in order to keep existing customers happy, but she’s also recruited new customers by focusing the brand’s attention on everyday solutions.
In January, the brand launched the ultra-light Dream Boost bra, designed to provide uplift and support without wires. It has also released a market-first for the lingerie industry; a bra that fastens on the side to create a seamless back.
Ultimo’s retail arm now makes up 60% of the business, with 11 concession stores dotted around Britain, both in House of Fraser and Debenhams stores.
The concessions are staffed with Ultimo consultants and showcase the brand’s full product offering, including lingerie, bridal, swimwear, solutions and accessories. The aim is to reinvent lingerie shopping as an enjoyable experience.
Petra is also keen to grow the company’s wholesale arm and is currently stocked at ASOS, Shop Direct and Next.
Address: 8 Redwood Crescent, Glasgow, G74 5PA
Tel: 0345 130 3232
Focus: Lingerie manufacturing and retail
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