BRA tycoon Michelle Mone is preparing to relaunch her Ultimo underwear range to target overseas sales and unveil a model to replace Argentine actress Luisana Lopilato as the “face” of the label.
The revamp, which will take place next month and is costing a six-figure sum, will be accompanied by an “aggressive marketing campaign”.
The move comes just months after Mone sold a majority stake in her MJM International empire to Sri Lanka-based swimwear and lingerie manufacturer MAS Holdings.
Chairman Eliaz Poleg said that the company’s name was also being changed to Ultimo Brands International to reflect the business’s “ambitions for growth beyond the UK”.
A spokeswoman added: “It is very exciting times for Ultimo. The brand is being overhauled, with significant improvements being made to the product, and will relaunch in January 2014 with an aggressive marketing campaign.
“This will include a revamped website and a brand new celebrity face, replacing Luisana Lopilato.”
The firm is beefing up its senior team by hiring an online sales manager and “brand ambassadors” for England, Ireland and Scotland.
Lopilato, who is married to singer Michael Bublé, has been the “face” of Ultimo’s lingerie range since 2011.
Other models who have promoted the brand include Kelly Brook, Tamara Ecclestone, Sarah Harding, Rachel Hunter and Penny Lancaster.
Television presenter and model Melanie Sykes is currently marketing the firm’s “Adore Moi” range.
News of the Ultimo relaunch and hiring of a model comes just days after the company revealed that its online sales had jumped by 80 per cent in the run-up to Christmas.
Lopilato was pictured promoting the company’s festive underwear sets – entitled “Ooh La La” and “Va Va Voom” – against a city skyline.
The firm recently signed a deal to supply online retailer Figleaves.com, adding to its list of clients, which includes Asos, Debenhams and Next.