Ultimo has announced plans to open a series of concession stores within House of Fraser.
The retail partnership will see an initial two stores open in Manchester and Glasgow in August, with more stores opening across the UK in the coming months.
The news follows the launch of Ultimo’s online concession store on the House of Fraser website in April.
The stores, to be staffed with Ultimo consultants, will showcase the brand’s full offering, including fashion lingerie, solutions, big cups, bridal and swimwear.
Ultimo founder Michelle Mone said: “We are hugely excited about increasing our presence in House of Fraser’s stores and making Ultimo more widely available on the UK high street.
“Our growth strategy is focused on three key areas: growing store presence, increasing our product offering and online expansion. With these new stores, we’ll be in a position to showcase Ultimo’s full product offering, whilst also giving consumers a seamless Ultimo shopping experience.”
The new stores will be designed by global retail design agency Design4Retail, which has previously designed retail solutions for brands including Cath Kidston, Clarins, Clinique, and Adidas.
A House of Fraser spokesperson said: “Ultimo is an iconic lingerie brand, distinguished by its excellent fitting and cleavage enhancing products and we know our customers will be delighted the brand is more widely available in our stores.”