Ultimo (brand): Difference between revisions
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'''Ultimo''' is a |
'''Ultimo''' is a [[Scotland|Scottish]] designer [[lingerie]] brand founded by [[Michelle Mone]]. |
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==History== |
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They patented the Ultimo bra with its liquid silicone gel in August 1999 after 3 years of development. |
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Michelle Mone grew up in the East End of [[Glasgow]], and after an early career as a model ran [[Labbatts]] Scottish sales and marketing team. After being made redundant and having her second child, in October [[1996]] whilst attending a dinner dance with her husband Michael, she decided while wearing a very uncomfortable cleavage enhancing [[bra]] that she could design something better which was:<ref>http://www.mjm-international.com/pdf/MICH_MJM_DOWNLOAD.pdf</ref> |
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*more comfortable |
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*better looking, |
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*create more cleavage |
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MJM International Ltd was set up in November [[1996]], and three years of research, design and development resulted in the [[patent|patented]] Ultimo bra which achieved the aims Mone had set out. |
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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. In April [[2000]] Mone won the ''World Young Business Achiever Award'' in the [[Epcot Centre]], [[Florida]]. In May [[2000]] Ultimo was launched in to the [[United States]] at the [[Saks Fifth Avenue]] store in [[New York]].<ref>http://www.mjm-international.com/pdf/MICH_MJM_DOWNLOAD.pdf</ref> |
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==Marketing== |
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[[Rod Stewart]]'s girlfriend [[Penny Lancaster]] was the first Ultimo girl, replaced a year later by his ex-wife the [[supermodel]] [[Rachel Hunter]] while the couple were seperated/divorcing. Stewart was upset with Mone, as she had approached her fellow Scot to help her business and persuade Lancaster to model the Ultimo range. |
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==Notes== |
==Notes== |
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{{reflist}} |
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<references /> |
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==External links == |
==External links == |
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[http://www.ultimodirect.com |
*[http://www.ultimodirect.com Official Ultimo website] |
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[[Category:Clothing and textile manufacturers of the United Kingdom]] |
[[Category:Clothing and textile manufacturers of the United Kingdom]] |
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Revision as of 21:43, 6 June 2007
Ultimo is a Scottish designer lingerie brand founded by Michelle Mone.
History
Michelle Mone grew up in the East End of Glasgow, and after an early career as a model ran Labbatts Scottish sales and marketing team. After being made redundant and having her second child, in October 1996 whilst attending a dinner dance with her husband Michael, she decided while wearing a very uncomfortable cleavage enhancing bra that she could design something better which was:[1]
- more comfortable
- better looking,
- create more cleavage
MJM International Ltd was set up in November 1996, and three years of research, design and development resulted in the patented Ultimo bra which achieved the aims Mone had set out.
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. In April 2000 Mone won the World Young Business Achiever Award in the Epcot Centre, Florida. In May 2000 Ultimo was launched in to the United States at the Saks Fifth Avenue store in New York.[2]
Marketing
Rod Stewart's girlfriend Penny Lancaster was the first Ultimo girl, replaced a year later by his ex-wife the supermodel Rachel Hunter while the couple were seperated/divorcing. Stewart was upset with Mone, as she had approached her fellow Scot to help her business and persuade Lancaster to model the Ultimo range.
Hunter was replaced by Helena Christensen, who is supplemented in the key United Kingdom market by Girls Aloud singer Sarah Harding.[3]