Ultimo founder Michelle Mone will appear in Liverpool’s Debenhams store today to open her first concession in the city.
She will be on hand to mark the opening and see the new SS15 collection launch in store, located in Liverpool One shopping centre, at 1.30pm.
The news comes after the successful launch of two shop-in-shops at House of Fraser’s Glasgow and Manchester stores in 2014, and in Debenhams’ Sheffield and Glasgow stores earlier this year.
Speaking to Lingerie Insight on the set of her AW15 photoshoot last month, Mone said the concession store allows the brand to offer consumers the complete Ultimo experience.
“What is really important is the whole shopping experience and for us to train how we want our consultants to fit and how we want them to look after our customers, whereas before customers used to go into the stores and be served by whichever consultant worked for that store,” she explained.
“Consultants couldn’t say to them ‘do you know that Ultimo does a backless body, a low-back body, a frontless bra?’ and all the rest of it.”
Mone also noted that the launch of retail concessions has enabled Ultimo to have full control over the selection of products that are presented within a lingerie department.
“My new partners are MAS Sri Lanka – an incredible company – and it was our decision to take the brand and be in charge of our own destiny and the whole shopping experience in order to have what we wanted on display, instead of a buyer deciding how our brand should be presented,” she said.