The struggle to buy lingerie for your significant other is real. Let’s face it, ladies, it’s hard enough to find underwear that looks great and fits right when shopping for yourself, so when men are tasked with such endeavours, it can be a recipe for a delicates disaster.

Every woman differs in size, design and colour preferences. A recent survey conducted by the international leading blogs Huffington Post and AskMen revealed that most men don’t even know how much a bra costs.

Having established a loyal base of female customers, the award-winning lingerie brand Ultimo is on a mission to educate men with what women really want this Christmas by hosting a series of ‘Wise Men’ shopping evenings at their House of Fraser Oxford Street concession.

‘Lingerie is a classic gift for Christmas, but men often select pieces that their other half would never wear,’ says Ultimo Managing Director, Petra Drali, says. ‘However, with an education from Ultimo, we’re confident he will purchase a set both she and he can enjoy!’

Petra Nemcova in Ultimo

Petra Nemcova in Ultimo

The ‘Wise Men’ shopping experience opens on 10 December at House of Fraser Oxford Street, running from 5-8pm in the lingerie department (3rd floor). Ultimo brand ambassadors will be on hand to help solve the great mysteries of negligee and assist husbands, boyfriends and lovers on picking out the perfect set. Attending gents will receive a 20% discount on all full price purchases, plus a warming glass of festive Pogues whiskey with free miniatures to take away!

In addition to shopping advice and exclusive discounts, renowned grooming and skincare brand Clinique will offer guidance on male grooming products.

The invitation and discounts are extended to all Ultimo and House of Fraser shoppers.


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