The Ultimate

Frances Merlino started The Ultimate in 1969 with three racks of clothing in the basement of her house in Revere. Her children tell that story on the company's own pages, and they tell it with some amazement, because the business that came out of that basement now fills a 10,000-square-foot building on Route 1 in Peabody. The family bought the property in January 2014. Since then the Newbury Street store has billed itself as the largest prom, bridal, social occasion and evening wear store in New England, and the numbers it publishes back that up: more than 20,000 dresses in the building, in sizes 000 through 36.

For North Shore families, that number changes how the search goes. A junior from Peabody Veterans Memorial High School can walk in with a color in mind and try it in four silhouettes from four labels in one afternoon. A senior who wears a 26 is shopping the same racks as her friend in a 4, because the size run goes all the way up. The FAQ adds one warning to keep in mind: prom gowns run small, so plan on going up two or three sizes from what you wear every day.

Sherri Hill, Jovani and a lot of other names on Newbury Street

The Ultimate lists itself as the largest retailer in New England for Sherri Hill and Jovani, and it says some styles from Jasz Couture, Faviana and Alyce Paris are carried by nobody else in the area. Those are the headliners. The full prom roster runs much longer.

• Amarra
• Ashley Lauren
• Ava Presley
• Colette by Daphne
• Dave and Johnny
• Ellie Wilde
• Jessica Angel
• Johnathan Kayne
• La Divine by Cinderella Divine
• La Femme
• MNM Couture
• Morilee
• Nox Anabel
• Portia and Scarlett
• Primavera Couture
• Rachel Allan
• Scala
• Studio 17
• Tarik Ediz
• Terani
• Tiffany Designs
• Ultimate Angelz, the store's own collection
• Vienna Prom

Price is spread just as wide. A standing "Prom Under $375" section pulls Abby Paris, Alyce Paris, Lucci Lu, Portia and Scarlett and Sherri Hill styles that sit below that line, which gives a family with a firm budget somewhere to begin. Everything in the store is brand new, shipped straight from the manufacturer, and most of it goes home the same day it is bought. If a style you want is not hanging, the staff will special order it as long as it can arrive before the event.

Two more details matter for a family planning the purchase. The store runs its own free layaway plan, which holds a dress for two months while it gets paid off. And all sales are final, with no returns, exchanges or store credit, so the fitting room is where the decision has to get made.

No appointments for prom, and a list instead of a line

Prom at The Ultimate is walk-in only. Appointments exist for bridal, quinceañera, damas and tuxedos, but a prom shopper just shows up.

Weekday afternoons are the calmer option, a point the store makes itself in its FAQ. The consultants who work those rooms are paid without commission, a fact the owners put front and center.

Our sales consultants do not work on commission. They love what they do, helping their customers find the perfect dress and accessories. When you look great, we look great!

Shoes, jewelry and other accessories are on hand to match the gown before you leave. For dates, The Ultimate works with Jim's Formal Wear on tuxedos and suits that can be rented or bought, with fittings set up by appointment in the store or orders placed online through Jim's.

The location helps too. The store sits on the southbound side of Route 1, which the owners describe as close to both 95 and 128. That puts it within reach of nearly every North Shore town: Bishop Fenwick and Peabody Veterans Memorial in Peabody itself, Danvers High and Salem High next door, Lynnfield High and Saugus High to the south, and Lynn English and Lynn Classical along the coast. Revere High School students have a hometown tie to the place, since the business began in a Revere basement. The store's testimonial wall has shoppers who came much farther, including one who made the trip from Prince Edward Island for her prom gown.

The prom dress giveaway may be the part of this store that says the most about it.

• Prom dress giveaway

  More than 8,000 dresses donated to local schools and nonprofits as of 2025

• Causes it backs

  The American Lung Association, Boston vs Bullies, veterans' groups, the Ellie Fund and Beverly Bootstraps

• Local food banks

  Added after 56 years in business

The company runs a second location in Walpole on Route 1 for families south of Boston, but Peabody is the original store and still the deeper of the two. For anyone comparing prom options across the North Shore of eastern Massachusetts, this is the floor with the most dresses on it. Bridal has grown here too since a 2020 expansion into formal wedding gowns, though prom remains the busiest season.

Peabody prom questions for The Ultimate

How long can I spend in a fitting room at The Ultimate?

Up to 45 minutes per turn, with up to five dresses at a time. Sign in when you arrive and the greeter will call you when a room and a consultant are free.

Can a prom dress be held while I pay it off?

Yes. The store's free layaway plan holds a dress for two months. Remember that every sale is final, so try it on before committing.

Does The Ultimate dress prom dates as well?

Through its partnership with Jim's Formal Wear, the store rents and sells tuxedos and suits, with ties, pocket squares, socks and shoes available to buy. Book a tux appointment or start the order on the Jim's site.