// Laura Ashley has signed a partnership with IMG to create new ranges of clothes, shoes and homeware as well as hospitality events
// Fashion has not been part of Laura Ashley’s offer since its collapse in 2020
Laura Ashley is set to return to fashion after appointing the US marketing and brand licensing company IMG to relaunch its fashion offer and expand its home and lifestyle categories in the UK and internationally.
Gordon Brothers rescued Laura Ashley, its archive and selected IP assets from administrators in March of 2020 after it failed to secure an emergency funding lifeline amid coronavirus trading concerns, resulting in the closure of all 70 of Laura Ashley’s stores.
Under its new ownership the retailer has focussed on its homewares offering, such as furniture, wallpaper and paint cross the UK and Europe via Next’s Total Platform pay-as-you-go ecommerce service, and in more than 50 Next stores across the UK.
READ MORE: Next seeks to bolster Laura Ashley with new partnership
Laura Ashley said it will offer “quality fabrics and thoughtful designs at an accessible price point” although added that is too early to say exactly what the fashion offering will comprise of.
The multi-year deal with IMG covers apparel, footwear, accessories, beauty, homeware items and hospitality offerings, which will help Laura Ashley expand internationally, in China, India, Australia and New Zealand, the UK and Europe, both online and via stores.
“We are delighted to partner with IMG to continue to expand Laura Ashley following the success of its spring homeware collection and fall fashion collaboration last year,” said Tobias Nanda, President, Brands at Gordon Brothers.
“Our focus in working with IMG will be to select additional strategic partnerships and collaborations to help bring the brand’s distinct aesthetic to consumers globally while continuing to develop our current brand partnerships,” Nanda added.
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