Our Story

The Ultimate was founded in 1969 by Frances Merlino in the basement of her home in Revere, MA. Fran never expected her business to grow like it did – but in January 2014, her dream of owning her own property was realized when The Ultimate moved into its current 10,000-square foot space. It has evolved into the largest prom, social occasion, and evening wear store in New England!

Stand Out Store

With the largest inventory in New England, we are not your average store! With exclusive access to top designer collections, you’ll find gorgeous gowns for prom, pageant, bridesmaids, mother-of-the-bride, flower girl, Quinceañera, Bat Mitzvah, sweet 16, and more – we carry sizes 000-34, so you’ll be sure to find your dream dress and accessories to match!

Our Community

From the very beginning, we have always responded to the needs of our community. Over the past five years, we have donated 5,000 prom dresses to area schools and non profits to ensure that every girl has the opportunity to go to her prom in a beautiful Ultimate gown.

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!