Ultimo has announced that it has launched a new online concession store with House of Fraser.
The store will feature designs from the brand’s SS14 collection, include a new range of seamless ‘invisible’ briefs.
This is the first time Ultimo will be sold through houseoffraser.co.uk.
Ultimo founder Michelle Mone commented on the move: “Our growth strategy is focused on three key areas: growing store presence, increasing our product offering and online expansion.
“We have seen online lingerie sales outpacing traditional sales channels, so we’re thrilled to now be stocked on houseoffraser.co.uk where we hope to capitalise on this growing trend.”
A House of Fraser spokesperson said: “We are excited to launch Ultimo on Houseoffraser.co.uk adding to our showcase of British brands. Ultimo is an iconic lingerie brand, distinguished by its excellent fitting and cleavage enhancing products and we know our customers will be delighted they are now available at Houseoffraser.co.uk.”
Last December, House of Fraser recorded its best ever Christmas trading period, as like-for-like sales grew 7.3%, while cash gross margins grew to 11.9%.