Laura Ashley rolls out new collection with NEXT

Home and lifestyle brand Laura Ashley has launched its spring 2021 collection online and in select NEXT stores across the country.

A selection of products will be available in 48 NEXT stores and at a flagship ‘store-in-store’ in London’s Westfield Shepherds Bush once lockdown restrictions are lifted.

“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,” said Tobias Nanda, president, brands at Gordon Brothers, the advisory, restructuring and investment firm which owns Laura Ashley.

“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.”

Gordon Brothers acquired the Laura Ashley brand, archives and related intellectual property in April 2020 and announced the partnership with Leicester headquartered NEXT in October.

“We are delighted to see Laura Ashley back in stores where it belongs,” said Poppy Marshall-Lawton, head of brand and partnerships at Laura Ashley.

“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.”