Laura Ashley Partners with Next for a New Chapter

It’s time for a period of transformation and growth for Laura Ashley - one of Britain’s most treasured and adored brands.

The iconic home and fashion label has carefully chosen to partner with NEXT to reintroduce Laura Ashley’s home products online and in stores nationwide.

With over 65 years of design excellence the Laura Ashley brand is synonymous with iconic prints and quality homeware, inspired by their British heritage.

Laura Ashley is set for an uplifting evolution, relaunching under new owners, Gordon Brothers and a new retail partner for home, NEXT.

The story of Laura Ashley is set to continue as the brand transcends into a new era of inspirational design for the modern home. British heritage remains at the heart of Laura Ashley with a British team of designers continuing to fly the flag for the much-loved brand.

Laura Ashley home products are set to arrive online, hosted on NEXT’s main website, during Spring 2021. The range will also be showcased in selected NEXT stores, with designated branded zones.

Simon Wolfson, CEO at NEXT said: “NEXT is delighted to be partnering with Gordon Brothers and the Laura Ashley team to relaunch this iconic British brand. We believe that the combination of the design vision of the Laura Ashley team alongside NEXT’s online and retail infrastructure can combine to revitalise this world class brand.”

Poppy Marshall-Lawton, Head of Brand & Partnerships at Laura Ashley said: “We are very pleased to be partnering with NEXT to take the Laura Ashley brand to the next level. Finding the right brand partner to relaunch Laura Ashley was incredibly important to us. We were delighted with all the opportunities presented and felt partnering with such a dynamic and British retailer such as NEXT was the perfect progression. Laura Ashley herself was always inspired by the past but excited about the future, so getting the chance to reinvigorate the brand is a perfect new chapter in our already fabulous story.”

Laura Ashley Home will be available in selected NEXT stores nationwide and via both lauraashley.com and next.co.uk worldwide from Spring 2021.

Additionally NEXT will be launching licensed collections which will feature in-store and online of upholstered furniture, home fragrance, mail order flowers and a new nursery range.

Source: Insight DIY & Laura Ashley

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