Ultimo has branched out beyond the core lingerie offer for which it is known into occasion ready-to-wear, with the launch of Ultimo Couture in Debenhams.
Ultimo Couture is a collection of 12 evening dresses designed by Ultimo founder Michelle Mone, priced at between £100 and £300.
It will be available exclusively in Debenhams from Monday and from Ultimo.co.uk later in the year. Other distribution deals are in the pipeline.
The pieces include cocktail dresses, floor-length gowns and strapless designs with sharp tailoring, embellishment and strong colours. All feature inner bra support.
Mone said: “Ultimo Couture will deliver a sophisticated, timeless and modern line of eveningwear, not to mention unique technology. Being a company best known for our lingerie, it was important to us to incorporate our bra expertise into the dresses.”
Debenhams chief executive Rob Templeman said: “We believe there is an opportunity to leverage the power of the Ultimo brand into other product areas such as occasionwear.”