Rachel Ashwell – founder of the Shabby Chic brand – has secured a new partnership with NEXT, brokered by her UK agency, IPR Licensing.
Shabby Chic by Rachel Ashwell for NEXT is a new exclusive licensing collaboration launching later this year.
The extensive launch collection will comprise bed and bath linens, soft furnishings including cushions, throws and rugs, furniture for living room, dining room and bedroom, including sofas, chairs, tables, beds and storage, alongside complementary homewares including lighting, mirrors, tableware, cutlery and other decorative accessories.
Rachel’s partnership with NEXT will also feature curated seasonal collections of fresh and ‘forever’ blooms inspired by her latest book – My Floral Affair – with flowers and floral decoration featuring at the core of her designs.
The Shabby Chic by Rachel Ashwell collections will be sold exclusively on next.co.uk and in selected NEXT stores. It is part of a wider lifestyle and fashion programme in the UK building on her successful long-established US interiors business.
“My new partnership with NEXT marks a significant new milestone for the Shabby Chic by Rachel Ashwell brand and I am delighted to be working with the UK’s leading retailer and be one of their main featured brands as they continue to invest and grow their home business,” commented Rachel. “Working with the NEXT design teams across so many categories enables me to bring my furniture and homewares vision to the widest audience and I am excited about this long-term partnership.
“To have the opportunity to continue to evolve and incorporate new layers of the Shabby Chic story over the next several years with NEXT is truly exciting.”
Judith le Fleming, co-founding partner at IPR Licensing, continued: “Securing a long-term UK retail partnership for Shabby Chic by Rachel Ashwell is a key element of IPR’s growth strategy for the licensing programme. NEXT, with their ambitious growth plans for their homewares business over the next several years, provide the brand with a strong foundation and opportunity to add further complementary categories across fashion and lifestyle.”
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