Following the announcement of its return in partnership with NEXT, British heritage brand Laura Ashley has officially launched its SS21 home collection. Launching online and in selected NEXT stores, the collection features brand-new designs alongside classic, recognisable Laura Ashley prints and homeware.
The whole range will be available online at Laura Ashley and NEXT from 15th March. A selection of products from the iconic home and lifestyle brand will feature in showrooms in 48 NEXT stores nationwide alongside a dedicated flagship, ‘store-in-store’ at London’s Westfield Shepherds Bush once lockdown restrictions allow non-essential shops to operate. The range includes signature prints, indoor and outdoor furniture, lighting, mirrors, soft furnishings, made to measure curtains, wallpapers and more.
Following its acquisition in April 2020 by investment firm Gordon Brothers, this is the Laura Ashley brand’s first step in generating a portfolio of licensees to build strategic wholesale and retail relationships. Branded ranges from leading wallpaper and paint manufacturer Graham & Brown, furniture manufacturer Qualita, global textiles leader Ashley Wilde, and designer of home lighting DAR Lighting Ltd, seamlessly sit alongside upholstery, home fragrance and floral collections exclusive to NEXT.
The SS21 collection from Laura Ashley will reintroduce signature prints Josette, Belvedere, Gosford and Pussy Willow, as well as Animalia, Magnolia Grove and Parterre. New designs launching as part of the collection are Tapestry Floral and Eglantine Rose, both featured across bedlinen and wallpaper.
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-store where it belongs. We are confident that 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 new customers too.”