Laura Ashley

The past two years have seen a period of significant transition and growth for one of Britain’s most treasured brands, Laura Ashley, as the iconic home and fashion label has achieved a successful about-turn from administration to thriving global licensed brand. Laura Ashley was acquired by new owners, Gordon Brothers in April 2020, who restructured the UK business and team. Spring 2021 saw the launch of brand’s first new home collection under its new format in partnership with retail giant NEXT, with the return of customer-favourite products across home textiles, wallpaper, upholstery, lighting and many more interiors categories. Since this launch collection, the brand has gone on to release four more stunning home ranges, as well as expanding into new categories: girlswear, sleepwear and kitchen appliances. Customers can immerse themselves in the Laura Ashley experience and shop the collections online at lauraashley.com or in one the 50+ NEXT retail stores that showcase the collection. The Laura Ashley brand continues to extend its reach with new online and instore distribution at John Lewis, Marks & Spencer, B&Q and Homebase as well as through a continually expanding network of independent retailers throughout the UK and Ireland. British heritage is very much still at the heart of Laura Ashley, with a dedicated team working from its central London office across all aspects of the brand. The archival roots of Laura Ashley are prominent throughout all collections and collaborations and its near 70 years of history are inherent across all product categories through thoughtful design and updated heritage prints. Laura Ashley’s extensive archive, recently relocated and now housed in a salt mine, is called upon daily by the design team to inspire future product ranges. Archive designs are reworked and reimagined for modern homes while remaining faithful to some of the traditional interior design styles of the past. Long term licensing partnerships have been, and continue to be, a key part in the brand’s successful relaunch in the UK. Throughout 2021 Laura Ashley partnered with a diverse range of specialists to create a beautiful selection of products. Currently the heritage brand works with global textile leader Ashley Wilde on soft furnishings, experienced furniture maker Qualita to develop quality cabinet furniture, the UK’s leading wallpaper and paint manufacturer Graham & Brown, lighting specialists Dar Lighting. Most recently, Laura Ashley appointed licensing agency, IMG to expand the iconic fashion, home and lifestyle offering globally. Collaborations are another key part of the brands global strategy. The return of fashion has been hotly anticipated since 2020 and at the end of 2021 Laura Ashley collaborated with New York-based fashion designer Batsheva to curate a limited-edition range of dresses, skirts and shirts with matching accessories. Retailing globally in Neta-Porter, MatchesFashion and Nordstrom, these beautifully ornate designs proved to be a huge success with longstanding Laura Ashley fans as well as inspiring a new generation of followers of the brand, further capsules from the collection are due to launch this spring & autumn. Globally renowned, the Laura Ashley brand continues to have a strong global presence with retail stores operating across 75 international store locations in 18 countries. In addition, 10 international e-commerce platforms are operated to offer branded product ranges to loyal customers, with particular success throughout USA, Japan and Korea. Carolyn D’Angelo, President of Laura Ashley, commented: “Following the brand acquisition by Gordon Brothers, the newly established UK team has been building on the foundations of an already established global licensing business. The past two years have been an exciting period for the brand relaunch, having signed new agreements for categories that are synonymous with the Laura Ashley name, but there are many more opportunities to be explored and categories to launch into.” Poppy Marshall Lawton, Vice President of Laura Ashley, commented: “Laura Ashley has been working with licensing partners for over 30 years establishing long term partnerships with those who share a passion for our brand. As we move towards our 70th Anniversary next year we are excited to launch new collaborations and look forward to celebrating such a significant milestone with all of our partners.”

The Resurgence of Laura Ashley