When Britain's women unwrap their Christmas presents on Sunday, there's a good chance they'll find some lingerie, judging by the latest sales from Ultimo.
Founder Michelle Mone has reported a 34 per cent increase in monthly bra sales against December last year. Mrs Mone credited a series of celebrity sponsorship deals for perking up sales.
The singer Michael Bublé's wife Argentinian actress Luisana Lopilato and footballer Robbie Keane's wife Claudine have begun modelling for the brand.
Mrs Mone also said Ultimo was benefiting from two brand partnerships with high street retailers.
The Adore Moi by Ultimo range is sold exclusively by Debenhams and Bra Queen is available in selected Tesco stores. "We have worked hard to stay ahead of the industry in terms of innovation and design," said Mrs Mone.
While she was upbeat about Ultimo's prospects, she warned the wider retail climate "is going to continue to remain extremely tough".
The Glasgow-born mother of three has become an advertisement for Ultimo's own wares after losing five stone.