Ultimo is set to launch its first premium collection, titled Ultimo Black Label, in department store Harrods, this month.
This will be the first time that the UK lingerie has secured distribution in the iconic department store.
The deal will see Ultimo’s premium lingerie, created by Michelle Mon and a former La Perla designer, sold in both the Harrods department store and online at www.harrods.com
Michelle Mone OBE said, "It’s been my dream to be in Harrods for the last 13 years. I’ve always wanted to launch a collection of premium lingerie and I am so excited that it will be sold in Harrods, probably the most luxurious department store in the world. The luxury lingerie market is booming, although we’re all experiencing economic downturn women want to treat themselves to small luxury items such as lingerie.
“I challenged my team to create something special, the crème de la crème of lingerie. After reading the 50 Shades of Grey series, I knew that women would be pining for these kind of designs. It’s the sort of lingerie you wouldn’t be afraid of taking off on a private jet. Black Label is something completely different for Ultimo and I’m excited to see the reaction from my customers. I’m sure there will be lots of happy men out there”
The Ultimo Black Label collection, which is modelled by Michael Buble’s wife Luisana Lopilato, consists of four lingerie ranges made from the ‘finest’ Italian fabric.
The range will also be available at www.ultimo.co.uk, House of Fraser and Bentalls.