About Us

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Our Story

The Ultimate was founded in 1969 by our mother, Frances Merlino in the basement of her home in Revere, Massachusetts with just three racks of clothing. Fran never expected her business to grow into the empire it is today.

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In January of 2014, Fran's dream of owning her own property was realized when we purchased our current location, a 10,000 square foot space on Route 1 in Peabody, where we have become the destination store for all things beautiful in evening wear! We are proud to say that our tiny boutique has evolved into the largest prom, bridal, social occasion and evening wear store in New England!

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Our Community

Since the beginning, our commitment to social responsibility has never wavered. From high school charity fashion shows, to our annual prom dress giveaway (as of 2022, more than 8,000 dresses have been donated to local schools and non profits) to our support of the American Lung Association, Boston vs Bullies, Veterans Organizations, Ellie Fund and Beverly Bootstraps. We are always seeking opportunities to do good and support our community.

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Visit Us

You’ll love our open, welcoming space, and the convenience of shopping with us on Route 1, close to 95 and 128. Our knowledgeable fashion consultants are passionate about helping you find the perfect dress! Browse our expansive collection of gorgeous dresses, and shop online or stop by our store for THE ULTIMATE shopping experience!