News - HAPPY BIRTHDAY ULTIMO!
Ultimo will celebrate its 10th Anniversary on 20th August 2009! Ten years to the day, Michelle Mone launched Ultimo in London, which was the biggest bra launch in history. Since then the company has grown to become the UK’s leading designer lingerie brand, turning it into a multi-million pound business.
Michelle Mone, creator of Ultimo, said; “Ultimo has been leading the way in lingerie for 10 years now and I’m incredibly excited to be celebrating our tenth birthday! Ultimo began with one very simple concept - to give women the option of achieving a phenomenal and natural cleavage with a comfortable bra.
“Never did I anticipate that Ultimo would grow to become one of the UK’s biggest selling lingerie brands, with eight worldwide inventions that have helped transform the lingerie industry. I’ll never forget the reception we had ten years ago when the product hit the shelves and then when Julia Roberts wore our bra in Erin Brockovich to create her superb cleavage – since then, there’s been no looking back.
“Myself and the team have worked so hard to make Ultimo a success, so I’m incredibly proud of what we’ve achieved and can’t wait to see where we’ll be in another ten years time. We have so much coming up, so watch this space!”
Over its ten year history, Ultimo has featured some of the world’s most stunning celebrities in its campaigns, including: (in order of appearance)
• Lisa Snowdon
• Penny Lancaster
• Rachel Hunter
• Helena Christensen
• Sarah Harding (Girls Aloud)
• Mel B – current “face & body” of Ultimo
Other faces to appear in campaigns for Ultimo’s sister brands include Gemma Atkinson and Melinda Messenger for Ultimo D-G Cup and Peaches Geldof, who currently models for Miss Ultimo - the stylish new lingerie brand for young women.
Daily Express - THE ULTIMO BIRTHDAY
The Sun - LINGERIE giant Ultimo celebrates it's tenth birthday today
Daily Star - BABELICIOUS lingerie firm Ultimo has given us plenty of eye-candy over the past decade
ULTIMO TIMELINE:
•MJM was set up by Michelle Mone and her husband in 1996, after Michelle was made redundant and decided to set up her own business.
•Michelle saw a gap in the market for a comfortable cleavage enhancing bra, when she wore an uncomfortable cleavage bra to a dinner party.
•After three years of research and developing the product, in 1999 Michelle launched the Ultimo cleavage bra, which featured – for the very first time – patented liquid silicone gel technology to give an incredible natural cleavage that mimics the movement of real breast tissue.
•Ultimo launched in Selfridges, London in August 1999, in front of over 50 photographers and camera crews from all over the world.
•Selfridges sold 6 weeks of stock within 24 hours.
•Later that year Ultimo struck a major deal with Debenhams to stock the Ultimo bra range in all of its stores throughout the UK. Ultimo remains one of the retailer’s top-selling brands.
•In 2000, Julia Roberts wore an Ultimo bra for her leading role in Erin Brockovich, to achieve her remarkable cleavage in the movie.
•After the success of Erin Brockovich orders for Ultimo rocketed and US retailers were scrambling to import the bra.
•In 2001, Ultimo launched its online store www.ultimo.co.uk
•In 2003, Penny Lancaster was launched as the very first “face & body” of Ultimo. Ultimo were very much ahead of the game at this time, as celebrity endorsement wasn’t a huge business.
•The following year Rachel Hunter replaced Penny Lancaster, which caused controversy throughout the national press due to their relationship with Rod Stewart.
•In October 2007 Michelle Mone expanded the Ultimo range to cover bigger cups, producing lingerie styles up to a G cup. The D-G cup range specialises in support and does not feature silicone gel.
•Later that year (2007) in October, the very first ‘shop in shop’ concept store was opened in Debenhams, Glasgow.
•Over the past 12 months Ultimo have opened 20 ‘shop in shop’ concept stores in key cities throughout the UK, including Liverpool, Manchester, Birmingham and London.
•In September 2008, Ultimo flew the flag for UK lingerie in the US after being invited to show its collection at New York Fashion Week. Michelle and Mel B appeared on the catwalk together.
•In May 2009, Ultimo launched Miss Ultimo – a lingerie line for young women. The face and body for the first collection is Peaches Geldof.
•Ultimo now have eight worldwide patented ‘solution’ garments and continue to lead the way in lingerie innovations and solutions.
•Since Penny Lancaster in 2003, Ultimo have featured the likes of Helena Christensen, Sarah Harding and Mel B (the current face and body of the brand) in campaigns.
Ultimo has a presence in more than 145 Debenhams stores nationwide with its portfolio of brands including Ultimo, Ultimo D-G Cup, Ultimo Extreme Shapewear, Ultimo Swimwear, Ultimo Black Label and Ultimo Miracle Solutions.
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