Laura Ashley to return to fashion with IMG deal

Laura Ashley owner Gordon Brothers has signed a deal with IMG that will lead to a return to fashion and footwear and an expansion of the brand globally.

Gordon Brothers, the global advisory, restructuring and investment firm, acquired the Laura Ashley brand, its archive and selected IP assets from administrators in March of 2020. 

It subsequently signed a deal with Next to relaunch homewares in the UK, which are now available in Next stores and on the Laura Ashley website. It also collaborated with womenswear brand Batsheva on a fashion collection for autumn 2021.

This latest deal with IMG covers apparel, footwear, accessories, beauty, homeware items and hospitality offerings, which will be developed via selected licensing, retail partnerships and collaborations across Europe, Australia, New Zealand, China, India and the Middle East.

“We are delighted to partner with IMG to continue to expand Laura Ashley following the success of its spring homeware collection and fall fashion collaboration last year,” said Tobias Nanda, President, Brands at Gordon Brothers.

“Our focus in working with IMG will be to select additional strategic partnerships and collaborations to help bring the brand’s distinct aesthetic to consumers globally while continuing to develop our current brand partnerships," Nanda added.

IMG Vice President, Tim Smith, said: “For almost 70 years, Laura Ashley’s iconic, quality-led designs, prints and patterns have continued to inspire the most coveted styles and fashion trends around the world.”

“We are eager to leverage this rich heritage and the Laura Ashley archive, comprising more than 98,000 pieces of unique artwork, textiles and footage, to develop relevant new fashion and lifestyle products for existing and new fans of the brand," Smith added.

Laura Ashley was founded by the designer of the same name 70 years ago. It fell into administration in March 2020 just as the pandemic hit the UK, leading to the closure of its 147 stores.