Ultimo (designer lingerie brand)
Encyclopedia
Ultimo is a Glaswegian
designer lingerie
brand founded by tycoon Michelle Mone
.
, Scotland and, after an early career as a model, ran Labatt's Scottish sales and marketing team. After being made redundant and having her second child, in October 1996 she decided, while wearing a very uncomfortable cleavage enhancing
brassiere
at a dinner dance, that she could create a better design. Her stated aims were to create a brassiere that was both more comfortable, and better looking, creating more cleavage.
She founded MJM International Ltd in November 1996, and three years of research, design, and development resulted in the patented Ultimo bra. In August 1999, a month after having her third child, Mone launched Ultimo at Selfridges
department store in London. Selfridges sold the pre-launch estimate of six weeks of stock within 24 hours, which is still known as the biggest ever bra launch in the UK, with over 50 photographers present and camera crews from all over the world.
In April 2000, Mone won the World Young Business Achiever Award. In May 2000, Ultimo was launched in the United States at the Saks Fifth Avenue
store in New York.
In September 2003, MJM launched their third design, The Ultimo Miracle Body, a backless and front-less bra. In April 2004, the company launched a new lingerie brand with Asda
, branded "Michelle for George", and in September 2006, launched "Adore Moi" for Debenhams
. In May 2007, MJM moved beyond lingerie, with the launch of the "Trim Secrets" diet pill.
MJM International signed a deal with Debenhams CEO Rob Templeman to open stand alone Ultimo stores within Debenhams. The first Ultimo shop opened in Glasgow's Debenhams Silverburn in October 2007. As of June 2008, there are twelve Ultimo stores across the UK and Ireland. In addition, MJM International currently supply Debenhams, Selfridges, House of Fraser
, Next, Grattan
, Littlewoods
, Figleaves, and ASOS.com
, along with a number of independent lingerie stores.
was the first Ultimo girl, replaced a year later by Rachel Hunter
, and then Helena Christensen
, who was later replaced by Girls Aloud
singer Sarah Harding
. In April 2007, Rod Stewart was insulted when Mone signed his daughter Kimberly
as the face and body of Adore Moi for Debenhams.
In October 2007, Ultimo launched their new brand, the Ultimo D-G cup, modelled by former Hollyoaks
actress Gemma Atkinson
. Other Ultimo models have included Michelle Heaton
, Katie Price, Jennifer Ellison
, Samantha Mumba
, Clarita de Quiroz
, Ruby Stewart, Melinda Messenger
, Jade Ewen
, Mel B and Luisana Lopilato
.
, bringing much needed jobs. In 2003, however, after returning from a trip to Los Angeles to visit Rod Stewart, Mone moved to premises elsewhere after being assaulted and having her BMW
car-jacked and her prototype samples stolen in 2003. Her mobile phone was taken, which included various telephone numbers of notable Scots including the then First Minister Jack McConnell
.
Glasgow
Glasgow is the largest city in Scotland and third most populous in the United Kingdom. The city is situated on the River Clyde in the country's west central lowlands...
designer lingerie
Lingerie
Lingerie are fashionable and possibly alluring undergarments.Lingerie usually incorporates one or more flexible, stretchy materials like Lycra, nylon , polyester, satin, lace, silk and sheer fabric which are not typically used in more functional, basic cotton undergarments.The term in the French...
brand founded by tycoon Michelle Mone
Michelle Mone
Michelle Mone OBE is a Scottish entrepreneur and model, who is best known as being the CEO of Ultimo.-Success with Ultimo:...
.
History
Michelle Mone, born 1971, grew up in the East End of GlasgowGlasgow
Glasgow is the largest city in Scotland and third most populous in the United Kingdom. The city is situated on the River Clyde in the country's west central lowlands...
, Scotland and, after an early career as a model, ran Labatt's Scottish sales and marketing team. After being made redundant and having her second child, in October 1996 she decided, while wearing a very uncomfortable cleavage enhancing
Cleavage enhancement
Cleavage enhancement encompasses a range of techniques used temporarily to improve the appearance of a person's breast cleavage or to create the illusion of breast cleavage on a person who has no such cleavage...
brassiere
Brassiere
A brassiere is an undergarment that covers, supports, and elevates the breasts. Since the late 19th century, it has replaced the corset as the most widely accepted method for supporting breasts....
at a dinner dance, that she could create a better design. Her stated aims were to create a brassiere that was both more comfortable, and better looking, creating more cleavage.
She founded MJM International Ltd in November 1996, and three years of research, design, and development resulted in the patented Ultimo bra. In August 1999, a month after having her third child, Mone launched Ultimo at Selfridges
Selfridges
Selfridges, AKA Selfridges & Co, is a chain of high end department stores in the United Kingdom. It was founded by Harry Gordon Selfridge. The flagship store in London's Oxford Street is the second largest shop in the UK and was opened on 15 March 1909.More recently, three other stores have been...
department store in London. Selfridges sold the pre-launch estimate of six weeks of stock within 24 hours, which is still known as the biggest ever bra launch in the UK, with over 50 photographers present and camera crews from all over the world.
In April 2000, Mone won the World Young Business Achiever Award. In May 2000, Ultimo was launched in the United States at the Saks Fifth Avenue
Saks Fifth Avenue
Saks Fifth Avenue is a luxury American specialty store owned and operated by Saks Fifth Avenue Enterprises , a subsidiary of Saks Incorporated. It competes in the high-end specialty store market in the Upper East Side of Manhattan, i.e. 'the 3 B's' Bergdorf, Barneys, Bloomingdale's and Lord & Taylor...
store in New York.
In September 2003, MJM launched their third design, The Ultimo Miracle Body, a backless and front-less bra. In April 2004, the company launched a new lingerie brand with Asda
Asda
Asda Stores Ltd is a British supermarket chain which retails food, clothing, general merchandise, toys and financial services. It also has a mobile telephone network, , Asda Mobile...
, branded "Michelle for George", and in September 2006, launched "Adore Moi" for Debenhams
Debenhams
Debenhams plc is a British retailer operating under a department store format in the UK, Ireland and Denmark, and franchise stores in other countries. The Company was founded in the eighteenth century as a single store in London and has now grown to around 160 shops...
. In May 2007, MJM moved beyond lingerie, with the launch of the "Trim Secrets" diet pill.
MJM International signed a deal with Debenhams CEO Rob Templeman to open stand alone Ultimo stores within Debenhams. The first Ultimo shop opened in Glasgow's Debenhams Silverburn in October 2007. As of June 2008, there are twelve Ultimo stores across the UK and Ireland. In addition, MJM International currently supply Debenhams, Selfridges, House of Fraser
House of Fraser
House of Fraser is a British department store group with over 60 stores across the United Kingdom and Ireland. It was established in Glasgow, Scotland in 1849 as Arthur and Fraser. By 1891 it was known as Fraser & Sons. The company grew steadily during the early 20th century, but after the Second...
, Next, Grattan
Grattan plc
Grattan is a British catalogue clothing retailer based in Bradford, UK with 18 stores and 2 main catalogues and a number of specialty catalogues. Grattan has approximately 2,600 employees....
, Littlewoods
Littlewoods
Littlewoods is the name of a former retail and gambling company founded in Liverpool, Merseyside, England by John Moores in 1923.It started as a shopping catalogue company, processing orders by post in the early 1970s. In 1981, it expanded to a call centre, processing orders via telephone. At its...
, Figleaves, and ASOS.com
ASOS.com
ASOS.com is the UK's largest online-only fashion and beauty store. Primarily aimed at 16-34 year old men and women, it offers over 35,000 own-label and branded fashion goods. Sales for the financial year ending 31 March 2011 were £339.7 million....
, along with a number of independent lingerie stores.
Marketing
Penny LancasterPenny Lancaster
Penny Lancaster-Stewart is an English model and photographer. She is probably best known for her modeling work for designer lingerie brand Ultimo. She is married to rock singer Rod Stewart.-Early life & career:...
was the first Ultimo girl, replaced a year later by Rachel Hunter
Rachel Hunter
Rachel Hunter is a New Zealand born American model, actress and reality TV show host who now resides in the U.S. She is best known for her appearance in Sports Illustrated Swimsuit Issues and her longtime marriage to singer Rod Stewart, which ended in 2006...
, and then Helena Christensen
Helena Christensen
Helena Christensen is a Danish fashion model, Victoria's Secret Angel, beauty queen, and photographer. She has also served as creative director for Nylon magazine, designed clothing, and supported funding for breast cancer organizations and other charities.-Early life:Christensen was born in...
, who was later replaced by Girls Aloud
Girls Aloud
Girls Aloud are a British and Irish pop girl group based in London. They were created through the ITV1 talent show Popstars The Rivals in 2002. The group consists of Cheryl Cole , Nadine Coyle, Sarah Harding, Nicola Roberts and Kimberley Walsh. They are signed to Fascination Records, a Polydor...
singer Sarah Harding
Sarah Harding
Sarah Nicole Harding is an English singer-songwriter, actress and model best known for being a member of the pop group Girls Aloud, formed through ITV's reality television programme Popstars: The Rivals...
. In April 2007, Rod Stewart was insulted when Mone signed his daughter Kimberly
Kimberly Stewart
Kimberly Alana Stewart , is an actress, model, and fashion designer. She is the daughter of Rod Stewart and Alana Stewart.-Early life:...
as the face and body of Adore Moi for Debenhams.
In October 2007, Ultimo launched their new brand, the Ultimo D-G cup, modelled by former Hollyoaks
Hollyoaks
Hollyoaks is a long-running British television soap opera, first broadcast on Channel 4 on 23 October 1995. It was originally devised by Phil Redmond, who has also devised shows including Brookside and Grange Hill...
actress Gemma Atkinson
Gemma Atkinson
Gemma Louise Atkinson is an English actress, television personality and glamour and lingerie model.-Personal life:...
. Other Ultimo models have included Michelle Heaton
Michelle Heaton
Michelle Christine Heaton is a British pop singer, television personality, and recently a glamour model as well. She was married to former boyband member Andy Scott-Lee.-Career:...
, Katie Price, Jennifer Ellison
Jennifer Ellison
Jennifer Lesley Ellison is an English actress, glamour model, television personality, dancer and singer...
, Samantha Mumba
Samantha Mumba
Samantha Tamania Anne Cecilia Mumba is an Irish singer and actress.Her first album was released in 2000. Her most notable role was Mara in the 2002 film The Time Machine. She has also appeared in a number of Irish independent films.-Early life, education and early career:Mumba was born in Dublin,...
, Clarita de Quiroz
Clarita de Quiroz
Clarita de Quiroz is a Scottish singer/songwriter and model of Dutch, Irish, Filipino, Spanish descent from Edzell. De Quiroz is a classically-trained pianist and percussionist, who was named north-east Scotland's "Young Musician of the Year" in 1998...
, Ruby Stewart, Melinda Messenger
Melinda Messenger
Melinda Jayne Messenger is an English ex-glamour model, Page 3 Girl and a former presenter on the magazine programme Live from Studio Five. She is currently co-broadcaster of the reality show Cowboy Builders.-Biography:...
, Jade Ewen
Jade Ewen
Jade Almarie Louise Ewen is an English singer, songwriter, actress and member of the Sugababes. Ewen began her singing career in a girl group named Trinity Stone signed to Sony BMG in 2005, but they disbanded in 2007 with no album released...
, Mel B and Luisana Lopilato
Luisana Lopilato
Luisana Loreley Lopilato de la Torre is an Argentine actress, singer and model. Her nickname is Lu or Luli...
.
Mugging
The company was launched in the traditional ship building district of Glasgow, GovanGovan
Govan is a district and former burgh now part of southwest City of Glasgow, Scotland. It is situated west of Glasgow city centre, on the south bank of the River Clyde, opposite the mouth of the River Kelvin and the district of Partick....
, bringing much needed jobs. In 2003, however, after returning from a trip to Los Angeles to visit Rod Stewart, Mone moved to premises elsewhere after being assaulted and having her BMW
BMW
Bayerische Motoren Werke AG is a German automobile, motorcycle and engine manufacturing company founded in 1916. It also owns and produces the Mini marque, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad and Husqvarna brands...
car-jacked and her prototype samples stolen in 2003. Her mobile phone was taken, which included various telephone numbers of notable Scots including the then First Minister Jack McConnell
Jack McConnell
Jack Wilson McConnell, Baron McConnell of Glenscorrodale is a British Labour life peer in the House of Lords. He was third First Minister of Scotland from 2001 to 2007, making him the longest serving First Minister in the history of the Scottish Parliament...
.
External links
- Official Ultimo website
- Michelle Mone Biography Room54 Ltd Michelle Mone Corporate Speaking