Laura Ashley is set to return to the UK high street next year through a new partnership with Next, which will sell its homeware products, and with plans for new standalone stores. The embattled clothing and home furnishings retailer will reintroduce its homeware range via Next's over 500 UK stores and website, which operates in over 70 countries, from spring 2021.
A Laura Ashley-branded flagship store is planned for the Westfield shopping centre in west London, followed by others across the UK. The company became the first major retailer to enter administration this year due to the Covid-19 pandemic, leading to the permanent closure of 70 stores in mid-March, 268 office job cuts, and furlough of over 1,500 workers.
The investment firm Gordon Brothers acquired Laura Ashley out of administration, including its global brand, archives, and intellectual property. Under Gordon Brothers, Laura Ashley will relaunch with a UK design team continuing to champion the British heritage brand.
Next's chief executive, Lord Wolfson, expressed optimism about the partnership, stating: 'We believe 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 and partnerships at Laura Ashley, noted that the late founder '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.'
