Nell McAndrew launches new Ultimo store in Sheffield
Ultimo, the UK’s leading lingerie brand, this month (Wednesday 8th October) unveiled its 12th ‘shop in shop’ boutique in Sheffield’s Debenhams department store. The new store, the very first for Yorkshire, was launched by a new-look brunette Nell McAndrew and Ultimo creator and Bra Queen Michelle Mone.Despite the current challenges of the retail climate, Ultimo is going from strength-to-strength; fresh from a glittering debut at New York Fashion Week, the lingerie giants will unveil nine new ‘shop in shops’ within Debenhams across the UK, throughout October and November.
Ultimo’s Sheffield store opening coincides with the launch of Debenhams national bra fit week, which takes place from 10 – 17 October and aims to encourage women to come in-store to be fitted and measured properly for bras.
Michelle Mone, creator of Ultimo, said: “I am thrilled to launch Ultimo’s 12th ‘shop in shop’ and to offer women the chance to experience Ultimo in an exciting new environment, where they can be properly fitted and advised on lingerie solutions. Sheffield is the first store we’ve launched since the announcement came of our nine new stores, so it feels like a real milestone – and the fact that it’s my Birthday makes it extra-special!”
Nell McAndrew said; “I’m delighted to launch the new Ultimo store here in Sheffield. I absolutely adore Ultimo lingerie and I’m sure the women of Sheffield will feel the same way. Ultimo designs are so sexy and stylish, every women should have a least one set in their underwear drawer!”
Having successfully launched 11 Ultimo ‘shop in shops’ within the UK so far this year, the new Sheffield store, located on the upper ground level of Debenhams, will be a welcome addition to the city’s retail offering and to Debenhams’s lingerie department.
Ultimo, the UK’s biggest designer lingerie brand, currently has a presence in more than 140 Debenhams stores nationwide.
Ultimo is available from Debenhams stores nationwide and online at ultimo.co.uk.
