The revolutionary Ultimo bra was launched in Sydney yesterday.

The silicone gel filled push up bra, created by Scottish entrepreneur Michelle Mone of MJM International, has already been launched in the UK, Europe, the US and Canada. So far it has been extremely successful.

In Australia, the Ultimo product will be sold through Internet and telephone sales, rather than though department stores. It's a new way of selling for MJM. The bra will be in competition with Elle Macpheron's Silicone Valley bra, which came on the market last year.

Michelle Mone is currently one of Britain wealthiest women, with a personal fortune of over £10 million (US$29.8 million) following Ultimo's success in Britain and the US. When the product was launched in New York last year, there was already a six week waiting list.

To view related research reports, please follow the links below:-

The 2000-2005 World Outlook for Bras and Allied Garments