Ultimo ups number of House of Fraser concessions

British lingerie house Ultimo has continued its roll-out of branded concessions in House of Fraser with department stores in Edinburgh and Reading joining existing shop-in-shops in Glasgow and London’s Oxford Street.

The concessions give Ultimo customers an engaging shopping experience with expert brand ambassadors on hand to offer advice on fittings and styles.

Ultimo’s managing director Petra Drali says that placing experts in a branded environment within department stores like House of Fraser is helping to elevate the brand above its competitors.

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“We are hugely excited about our new House of Fraser openings as concessions are an engaging way for us to showcase our extensive fashion and core collections, whilst offering expert lingerie styling tips and making the brand more widely available to shoppers,” she said.

Drali also suggests that the concession strategy will continue to build this year. “2016 has already proven to be a strong year for the brand and we are looking to build on this with further openings in 2016,” she adds.



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