New partnership will see homeware reintroduced into Next stores and online.
The Laura Ashley brand will be re-launching in 2021 following the inking of a new partnership with Next.
The British lifestyle brand – which was acquired by Gordon Brothers, a global advisory, restructuring and investment company in April – will reintroduce its homeware into Next stores and online next year, reported The Industry.Fashion.
The partnership will see Next stock a selection of upholstered furniture, home fragrance, mail order flowers, plus a new nursery range.
“We felt partnering with such a dynamic and British retailer such as Next was the perfect progression,” commented Poppy Marshall-Lawton, head of brand and partnerships at Laura Ashley. “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.”
Simon Wolfson, ceo at Next, added: “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.”
Gordon Brothers is currently restructuring Laura Ashley with a British team of designers continuing to fly the flag for the brand, according to The Industry.Fashion.
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