(Filed Under retail Lingerie News). Lingerie brand Ultimo has signed a deal with U.K. discount supermarket chain Tesco to produce a lower-priced line of intimate apparel to be sold exclusively in the bargain stores.
The Bra Queen collection will retail for approximately £7, or just over $11, for an item — a fraction of the price of a standard Ultimo bra, which generally retails for close to $50.
The line will be available in cup sizes B to DD and will be designed with cleavage-enhancing lift and contouring.
"I’m so excited to be bringing the new Bra Queen brand to Tesco," said Ultimo founder and designer Michelle Mone. "It’s about creating everyday lingerie fit for a queen that makes the most of what you have — but without a royal price tag."
Tesco operates thousands of supermarket locations in 14 countries worldwide, including the West Coast-based Fresh & Easy chain of grocery convenience stores in the United States. Designer brand Ultimo is available in high-end U.K. department stores and boutiques as well as through e-commerce shop Ultimo.co.uk.
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