Tesco’s Mone bras take off

By Ian Fraser

Published: The Sunday Times

Date: September 27th, 2009

Co-founder of MJM International has struck a deal enhancing the presence of her budget lingerie chain in Tesco stores

Michelle Mone’s MJM International has struck a deal with Tesco that will enhance the presence of her company’s Diamond Boutique budget lingerie range in the supermarket’s stores from January 2010.

Diamond Boutique was launched in Tesco in March, where Mone (pictured left) claims it has been “selling phenomenally well”. The third collection, to be listed in Tesco stores from tomorrow, includes eight new designs for the autumn/winter season in silk, satin and lace.

Michelle Mone, the co-founder of MJM, said the success of the range was “testament to the fact that, despite the current climate, consumers are responding really well to value-for-money brands”.

She added: “There’s been an explosion in the sale of lingerie on the high street as people tighten their purse strings and Diamond Boutique is most definitely the best budget lingerie brand out there.”

Terry Green, the head of clothing for Tesco, said: “Diamond Boutique has clearly struck a chord with shoppers, which is why we have big plans to expand.”

MJM’s Diamond Boutique range combines sophisticated underwear designs with low prices, starting at £7.

This article was published by The Sunday Times on September 27th, 2009. To read it on Times Online click here

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