Adore Moi will go on sale in just over a week. Mone, best known for founding the Ultimo brand of lingerie, said the range would undercut rivals on price. “The type of product we are offering would normally sell for between £40 and £90, and ours will cost between £18 and £22. There is a big gap in the market for us,” she said.
Mone’s firm. MJM International, already has own-brand contracts with other retailers, including Michelle for George at Asda and Per Amore for Dunnes Stores.