Entrepreneur Michelle Mone is to launch seven more Ultimo “shop-in-shop” lingerie boutiques in Debenhams stores.

Mone, the founder and co-owner of MJM International, said the success of the first 13 Ultimo stores within Debenhams over the past year had speeded up its expansion plans.

The new Ultimo stores, which will take the number of Debenhams shop-in-shops to 20, will be opened in Plymouth and Romford, followed by Colchester, Aberdeen, Swansea, Preston and White City in London. The first store will be launched in September.

Mone, who started MJM a decade ago, first struck a joint venture deal with Debenhams in 2006 to launch her Adore Moi range. The first Ultimo in Debenhams shop was launched in Glasgow last October.

“The new stores are testament to the success of the brand within Debenhams,” said Mone. “It had always been planned to roll out Ultimo shop-in-shops, but we never anticipated it would happen so quickly — particularly in the current retail climate.”

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