Ultimo seals deal with Next for couture

ULTIMO Couture, the evening dress division of Michelle Mone’s MJM International, has hooked up with a second major UK chain with the launch of a limited edition collection for Next.

The jewel-toned line of four dresses goes on sale today on the Next website, and further extends MJM’s drive into the wider womenswear and beauty markets. Ultimo Couture designs are already available from selected Debenhams concessions.

Couture was launched in May last year and incorporates MJM’s bra expertise into its designs. Mone has described it as a “natural progression”.

She said “We are delighted to have been signed by Next to design this exclusive collection; it’s a really great move for us. Next don’t usually offer dresses at this price point so it’s exciting to be bringing couture dresses to the high street.”

Further expansion is in the pipeline, with a collection of beauty products planned for next year. Mone is also working on the launch of her own perfume. In the year to April 2010, the company made a pre-tax profit of almost £795,000, down from £961,000 on turnover up from £8.6 million to a record £10.2m.