Laura Ashley brand makes its return following launch at Next
British heritage brand Laura Ashley is back in a fresh new form - having launched its SS21 home collection at Next.
Available online now and in 48 Next stores upon the lifting of lockdown restrictions, the new collection features signature prints, indoor and outdoor furniture, lighting, mirrors, soft furnishings, made to measure curtains, wallpapers and more.
A dedicated flagship, ‘store-in-store' will also open at Westfield Shepherds Bush in London.
The move follows Laura Ashley's acquisition in April 2020 by investment firm Gordon Brothers and marks the brand’s first step into generating a portfolio of licensees, to build strategic wholesale and retail relationships.
Branded ranges from wallpaper and paint manufacturer Graham & Brown, furniture manufacturer Qualita, textiles manufacturer Ashley Wilde and home lighting designer DAR Lighting, sit alongside upholstery, home fragrance and floral collections exclusive to Next.
Gordon Brothers president, brands, Tobias Nanda said: “This is an exciting step in the evolution of Laura Ashley and we look forward to continuing to grow the brand in its new form.
“The Next partnership is the perfect way to reconnect the brand with its customers and develop new opportunities that will take Laura Ashley forward into new sectors,” he added.
Laura Ashley head of brand and partnerships Poppy Marshall-Lawton said: "We are delighted to see Laura Ashley back in-store where it belongs.
“We are confident that our new collection of signature patterns and styles, alongside the stunning new designs that draw on our archival heritage, will inspire and excite Laura Ashley fans of old and new customers too.”
Next has been expanding its third-party brand offer during the pandemic - having secured a joint-venture deal to run the UK arm of US lingerie brand Victoria’s Secret, while last week it acquired a 25% stake in Reiss Limited.