Ultimo Lingerie Newsletter

Ultimo is a British lingerie brand founded in 1996 by Scottish entrepreneur Michelle Mone and her then-husband Michael, trading through MJM International Ltd. The brand launched at Selfridges in London in August 1999, built around a signature gel-filled push-up bra that offered natural-looking cleavage enhancement without visible padding or discomfort. Ultimo grew rapidly into a household name in UK intimate apparel, stocked by major retailers including Debenhams, House of Fraser, Next, Selfridges, Figleaves, and ASOS. Over the years the range extended well beyond the original bra to encompass lingerie sets, shapewear, bridal collections, and more – making Ultimo a complete destination for women seeking beautifully engineered underwear.

The Signature Push-Up Bra

Ultimo's founding product was its gel-filled, cleavage-enhancing bra, conceived after Michelle Mone experienced an uncomfortable silicone bra at a dinner and resolved to design something better. The resulting design used a soft silicone gel insert to create a natural lift, fitting smoothly under clothing without the rigid padding associated with conventional push-up styles. The bra became one of the most talked-about lingerie launches of the late 1990s and established Ultimo's reputation for combining technical innovation with feminine style.

Lingerie and Shapewear Range

Beyond its iconic bra, Ultimo built a comprehensive collection covering everyday comfort and special-occasion glamour alike. The range included:

• Push-up and plunge bras across a wide cup and back-size range, including DD-G cup styles
• Lingerie sets, thongs, and suspenders in lace and satin finishes
• Bridal lingerie collections designed for wedding-day confidence
• Shapewear in multiple silhouettes – full body, high-waisted shorts, briefs, vest, slip, and skort – available in Signature Black and Contour Vintage Pink
• The Ultimo Miracle Body, a backless and frontless design for statement dressing

High-Profile Campaigns and Celebrity Endorsement

Ultimo became known as much for its marketing as its products. The brand worked with a string of well-known faces as campaign models, including Kelly Brook, Helena Christensen, Gemma Atkinson, and Mel B. This roster of ambassadors helped position Ultimo as an aspirational yet accessible British lingerie name throughout the 2000s and into the 2010s. Founder Michelle Mone herself became a prominent public figure, eventually receiving a life peerage as Baroness Mone.

Brand History and Trading Status

In 2013 Mone stepped back from MJM International, and the business assets were transferred to Ultimo Brands International Ltd in a joint venture with MAS Holdings, one of the world's largest apparel manufacturers. Mone sold 80% of her stake to MAS Holdings in November 2014. In April 2018, Ultimo announced it would cease trading in the UK, ending almost two decades as a fixture of British lingerie retail.

Frequently Asked Questions

Is Ultimo Lingerie still trading?

No. Ultimo announced in April 2018 that it would cease trading in the UK. The brand is no longer accepting orders or operating as an active retailer. Some remaining stock may be found through third-party resellers and outlets.

Who founded Ultimo Lingerie?

Ultimo was founded in 1996 by Michelle Mone (now Baroness Mone) and her then-husband Michael Mone through their company MJM International Ltd. Michelle Mone came up with the idea after experiencing an uncomfortable silicone bra and set out to engineer a more comfortable cleavage-enhancing alternative.

What made the Ultimo bra different from other push-up bras?

The original Ultimo bra used a soft gel insert rather than rigid foam padding to create lift and cleavage enhancement. This gave a more natural shape under clothing and was considered significantly more comfortable than the stiff padded bras common at the time. The design was a genuine product innovation when it launched in 1999.

What sizes did Ultimo stock?

Ultimo catered to a range of cup sizes including an extended DD-G range, which was notably broader than many high-street lingerie brands of the era. The brand positioned itself as serving women who needed fuller-cup options without sacrificing style or lift.

Where was Ultimo sold in the UK?

At its peak, Ultimo was stocked by a wide range of major UK retailers including Debenhams, Selfridges, House of Fraser, Next, Grattan, Littlewoods, Figleaves, and ASOS, as well as independent lingerie boutiques across the country.

Did Ultimo make shapewear as well as bras?

Yes. Ultimo expanded its range to include a full shapewear collection alongside its lingerie lines. The shapewear range covered multiple silhouettes including full body suits, high-waisted shorts, briefs, vests, slips, and skorts, designed to smooth and shape under a variety of outfit styles.

This catalogue is part of the Catalink archive and may no longer be available to order. The information above describes Ultimo Lingerie. For current details, visit the company's official website.