Next seeks to bolster Laura Ashley with new partnership

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Next Laura Ashley administration partnership
Laura Ashley became the first major retailer to collapse into administration as a result of the Covid-19 pandemic
// Laura Ashley enters partnership with Next to sell its home products both online and in stores
// The lifestyle retailer fell into administration in April
// Investment firm Gordon Brothers bought the intellectual property and archives of Laura Ashley after its administration

Next has partnered with embattled retailer Laura Ashley to sell its home products both online and in stores in an effort to revive the heritage brand.

The homewares will be sold across Next’s 500 UK stores and via its website which operates in over 70 countries.

Laura Ashley became the first major retailer to collapse into administration this year as a result of the Covid-19 pandemic.


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Investment firm Gordon Brothers acquired the brand out of administration in April in a deal that included the retailer’s global brand, its archives and related intellectual property.

The deal did not include any of Laura Ashley’s 147 stores, nor its manufacturing and logistics operations in the UK or Ireland, and PwC is still seeking a buyer for this part of the business.

As part of the firm’s restructuring plans, Gordon Brothers has said it will focus on expanding Laura Ashley’s portfolio of licensees and franchisees, boosting its ecommerce presence and developing its wholesale relationships.

“Next is delighted to be partnering with Gordon Brothers and the Laura Ashley team to relaunch this iconic British brand,” Next chief executive Lord Wolfson said.

“We believe 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 international chief executive Frank Morton said: “We are truly delighted about this opportunity.

“Our partnership with Next allows us to embark on an exciting new chapter and relaunch the iconic Laura Ashley brand.

“Our decision to acquire the brand was based on the global awareness of Laura Ashley and customer affinity for the brand, which will be renewed through this partnership.”

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14 COMMENTS

  1. Just let the Laura Ashley brand die for goodness sake. Next homeware is decent, LA was decent, diluting one with the other when the latter has clearly been so unpopular for many years… Truly awful move.

  2. What an excellent idea, well done Next, think it will be good for both Laura Ashley & Next. The high street shops have got to keep evolving to survive in these challenging times, looking forward to the new range from LA in the Next Store

  3. Laura Ashley still have my money I paid them for my settee and chair of £1750 so will next be given it back to me I worked so hard for over a year to save this money up and now I have nothing thank you Laura Ashley for taken my money when you new your we’re in trouble

    • They still have £600 of my money – a small sofa that I was told was just waiting to be delivered – any chance of seeing this before Christmas ?

  4. Thank God for Lord Wolfson…. very happy to hear this brilliant news, it would have been such a shame to lose such iconic British wallpaper designs / paints / fabrics etc ….

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