Michelle Mone has announced more details about her highly-anticipated new lingerie brand.
Taking to social media this morning, the entrepreneur said her company had been “born” today.
She also revealed that the brand will be called “Michelle Mone Intimates” and will officially launch in 10 months’ time.
Monday 8th Jan 2018 “Michelle Mone Intimates” has been born. Welcome lingerie team! We have 10 months until we launch to our customers. Let’s get to work 👙🎉🥂
— Lady Mone (@MichelleMone) 8 January 2018
The announcement comes two months after Mone promised her Twitter followers that she would launch a new lingerie label that will be “bigger than all others”, three years after parting ways with the Ultimo empire.
The Scottish tycoon co-founded the original Ultimo parent company MJM International with her ex-husband Michael in 1996, creating brands including Ultimo Miracle Shapewear and Miss Ultimo.
In 2013, following a breakdown in their marriage, Michelle bought out Michael’s share for a reported £24m.
MJM ceased trading in the same year and its assets were moved into Ultimo Brands International after Michelle forged a business partnership with Sri Lanka-based lingerie group MAS Holidings, which took an 80% in the company in 2014.
In August 2015, Michelle resigned from the Ultimo board to focus on her role as government adviser.