Mimi Holliday is the diffusion brand of Damaris luxury lingerie label. It consists of both a women and a men collection. The first one is Mimi Holliday, while the other one is called Max Holliday.
In 2003, after much heated bidding from huge high street names such as Marks & Spencer, Topshop, Miss Selfridge, Debenhams and New Look, Damaris launched the long-awaited diffusion line Mimi Holliday - mainline-inspired designs at a more affordable price. Rather than run the risk of losing control of the name, designs and profits, Damaris kept Mimi in-house but struck a deal with House of Fraser who exclusively sold the label through 25 stores nationwide.