MAS Brands India brings ULTIMO, The UK Lingerie brand to India
A decade after capturing India’s lingerie market with amanté, MAS Brands India is all set to introduce ULTIMO – a celebrated lingerie brand from UK, known for its comfort, quality, and style, specially aimed at the full figured women. Inspired by South Asian silhouette, Ultimo is the first brand in India to cater to the needs of a full figured women. ULTIMO offers a wide range of intimate wear in different styles and silhouettes, specially designed to suit the requirements of the full figure women in the subcontinent.
Ultimo in India brings designs based on international research combined with specific needs of the full figured women. MAS Brands carried out extensive research to understand the requirement and issues faced by Indian women. The research included fit trials and consumer interactions of consumers across top four metros in the country- Delhi, Kolkata, Mumbai, and Bangalore, which helped the brand customise styles to suit the Indian women.
Gathering insights from the market research and consumer problems, the customised range has been built across 4 pillars of comfortcategorized as- Smoothing, Support, Comfort, and Solution.The brand caters to sizes starting from 34C going up to 42DD, across all the lingerie needs with side slings, minimizers, special fabrics, and elastic with cushion straps that have inbuilt cushioning in the hook and eye area.The features of the products include, wider straps with a cushioning effect and supportive wings that provide comfort to minimize pinched skin, amongst many others.
ULTIMO is the ultimate answer for fuller figure women, who want to embrace their curves and look beautiful. Consumers can take their pick fromvarious styles ranging from basics to fashion must haves like multiway, in a variety of fashionable hues in reds, and blues.
“Indian lingerie market has grown exponentially. The consumer’s wardrobe choices have evolved and is seeking specific solutions for her needs. After our understanding of the market for over a decade in the industry, we observed that there was a huge gap in the market, where fuller figure women’s needs were not serviced. Therefore, we wanted to bring in an international expert into the market, who is a specialist for this category. We wish to empower her with comfort and style, and embrace her curves with confidence.” said Vivek Mehta, CEO, MAS Brands India. “The Ultimo brand is all about beautifully designed, expertly crafted full figure lingerie for every occasion. With Ultimo, we wish to service to a fuller figured woman’s needs with a collection that ranges from every day to fashion.”
The price range for Ultimo starts at Rs.1295 for bras and Rs.1095 for briefs.
The collection is now available at all amanté exclusive stores across the country and online at here