Gordon Brothers has relaunched Laura Ashley on the high street this week, with the brand’s spring 2021 collection now available online and, from next month, in select Next stores.
Once non-essential shops are allowed to reopen on 12 April, shoppers will be able to buy Laura Ashley homeware, as well as a selection of new designs, from 48 Next stores nationwide.
The Laura Ashley brand will also have a dedicated, flagship space – a ‘store-in-store’ – in London’s Westfield Shepherds Bush. Products will include signature prints, indoor and outdoor furniture, lighting, mirrors, soft furnishings, made-to-measure curtains, wallpapers and more.
Tobias Nanda, president – brands at Gordon Brothers, 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.”
Poppy Marshall-Lawton, head of brand & partnerships at Laura Ashley, said: “We are delighted to see Laura Ashley back in stores where it belongs.
“We are confident 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 introduce us to new customers as well.”
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