Ultimo to roll out Debenhams partnership

Melinda Messenger is the new face of Ultimo

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Lingerie label Ultimo will open seven shop-in-shops in Debenhams throughout September and October.

Ultimo, which currently has 13 shop-in-shops within Debenhams stores, will roll out further departments to Debenhams' branches in Plymouth, Romford, Colchester, Aberdeen, Swansea, Preston and White City in London.

Michelle Mone, founder of MJM International, which owns the Ultimo brand, said: "I'm incredibly excited to be launching a further seven shop-in-shops. The new stores are testament to the success of the brand within Debenhams, which has far exceeded our expectations. It had always been a plan to roll out Ultimo shop-in-shops, but we had never anticipated it would happen so quickly – particularly in the current retail climate."

Debenhams chief executive Rob Templeman said: "Customer response to the range has been incredible and the brand continues to contribute to our solid sales performance."