From Karen Schweitzer,
Your Guide to Business School.
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Published: 2003

Case Study Abstract: This case details the start-up and growth of MJM International a manufacturing business selling female lingerie. Michelle Mone started the business in November 1996 with the redundancy money from her previous employment as a sales and marketing manager for Labatts Brewery in Glasgow. When she started MJM, with her husband, Michelle was only 24 years old. The breakthrough for MJM International was the 1999 launch, in the UK, of the Ultimo a unique gel filled bra that has taken three years of research and development. From a turnover of £300,000 in year end April 1999, the projected revenue for the business in 2000 was £2 million.

MJM International is further developing the Ultimo range with the launch of a number of related products including a swimwear collection, seamfree lingerie and a Plunge bra. With the opening of new enlarged premises in Glasgow, to accommodate the anticipated rapid growth of the business, Michelle Mone aims to develop a major new business located in Scotland based around the Ultimo brand name. Despite all of this, the sales growth of the business has not met expectations and several cash crises have occurred. Students should be asked to review the business model and the role of Michelle Mone.

For Full Paper Copy or PDF Version: Contact mbacase.requests@stir.ac.uk and reference Case Study ECS15