Five years on from its dramatic collapse into administration and closure of 150 stores, iconic British brand Laura Ashley is opening a brand new shop. A new 10,000 square foot shop is planned to open in Lakeside shopping centre in Thurrock, Essex, on September 26, according to Retail Week.
For the first time in half a decade, customers will be able to shop Laura Ashley’s range of iconic floral designs in homeware, womenswear, sleepwear and children’s clothes. Founded by Laura Ashley and her husband Bernard Ashley in 1953 in London, the fashion brand first became known for creating Victorian-style head scarves, one of which was worn by Audrey Hepburn in the film Roman Holiday. The late Diana, Princess of Wales, was also a fan. Its products have been described as “quintessentially English”. However, Laura Ashley became one of the many retail casualties of the pandemic, and the brand collapsed into administration in 2020, forcing it to close all of its branches in the UK.
It was later saved by retail investors Gordon Brothers, who helped launch the brand in Next stores a year later. The company also has deals with sofa group DFS and John Lewis.
However, Laura Ashley’s fortunes changed in January, when the US firm offloaded the chain to Marquee Brands, the owner of Ben Sherman. At the time, Heath Golden, chief of Marquee Brand, said the firm was “primed and ready” to leverage Laura Ashley’s seven-decade legacy.
He added that he wanted to “unlock its future potential as a full lifestyle brand innovating new products and categories, offering unique collaborations and engaging multi-generational audiences in key markets worldwide”.
The new standalone site will be operated in partnership with Next.
The new shop launch coincides with the founder’s 100th anniversary and hopes to reinvigorate loyalists, as well as attract new fans.
A new dedicated Design Hub in the store will invite customers to explore made-to-measure fabrics as well as the brand’s impressive wallpaper collections, according to Country Living. Customers will be able to shop the brand’s autumn and winter collections in person – just in time for Christmas.
“Laura Ashley stores have always been destinations of inspiration, where consumers could explore and immerse themselves in the brand’s world of design,” said Rachel Terrace, chief commercial and growth officer at Marquee Brands.
“In partnership with Next, a leading retail partner for the brand, we are proud to reintroduce this experience in a refreshed retail concept. This opening represents a significant milestone in Laura Ashley’s return to the UK retail market and signals the next phase of growth for the brand.”