³ÉÈË¿ìÊÖ

« Previous | Main | Next »

bra business

Declan Curry | 16:33 UK time, Tuesday, 7 April 2009

So - how well do you know your bras?

If your knowledge stops at lifting and separating, then you'll have been as perplexed as I was by Tuesday's special guest, the bra queen Michelle Mone.

She sells bras up and down the high street, from the discreet department store changing room through to the supermarket special offer bin.

And she's got more than a few - er - models on the shelf. There are eight different varieties at one retail chain alone.

She rattled through the list - gel filled, backless, frontless-backless - by which point I'd lost track.

Then she started talking about something called the "Missile".

Crikey, I thought. Where does that go in the smalls drawer?

Actually, I'd mis-heard. It was her "Miss Ultimo" range. According to the website, there's a "unique graduated foam cup", a "quirky embossed silhouette" and "trademark cleavage". Note I looked this up, purely for research.

She also teased us with a story about a supermodel who wanted some free - um - smalls, but spent the entire time at lunch on the phone. After putting up with this for some time, Michelle stood up and left - and the supermodel had to pay the bill. (Given how little they eat, it can't have been that much, surely?)

If you missed the interview, you can catch it on the ³ÉÈË¿ìÊÖ iPlayer.

Michelle didn't object when we called her an entrepreneur who has pulled herself up by the bra straps. She founded the business 13 years ago; nowadays it's valued by some at around £50 million.

At one stage, she and her husband sold a stake in the company to raise funds for expansion. She's since bought the lot back again, and the company is back within her total control.

But it gave her a personal insight into one of our other stories today - .

Innocent has made a lot of noise about its ethical values.

You may have heard one of its founders, Richard Reed, talk about it on Working Lunch last autumn - when he was one of our big guests.

So has it sold out - or is this just a sign of a successful young business growing up? Our reporter Gillian Lacey-Solymar took a look. That's on the iPlayer too.

The Innocent boys will have raised a pretty penny from the deal, which they say will pay to expand the business in Europe. But it's not just about the money. Coca-Cola also brings its unrivalled marketing expertise and its global distribution network to the table. These are more valuable than mere cash.

It could bring Innocent to a completely different place.

That's the reason Michelle sold shares in her business all those years ago. And she might do it again.

"There will come a time when I can't take Ultimo any further - where someone will come in and take it to another level," she told us. "When that happens I'll hang up my bra and walk away."

Comments

  • Comment number 1.

    I found it quite fascinating listenign to Michelle - what an inspiration. I have just won a business award for innovation and yet with the recession and being my first year I need some investment - her comments about regaining a stake in her company - it makes you think..

Ìý

³ÉÈË¿ìÊÖ iD

³ÉÈË¿ìÊÖ navigation

³ÉÈË¿ìÊÖ Â© 2014 The ³ÉÈË¿ìÊÖ is not responsible for the content of external sites. Read more.

This page is best viewed in an up-to-date web browser with style sheets (CSS) enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.