Gordon Brothers, the global advisory and investment firm and owner of Laura Ashley, is partnering with IMG to revitalize the brand’s fashion, home, and lifestyle offerings in key markets worldwide. This collaboration aims to create a fresh, modern take on the classic British heritage brand for consumers in Europe, Australia, New Zealand, China, India, and the Middle East.
The multi-year partnership with IMG will encompass a wide range of new Laura Ashley products, including apparel, footwear, accessories, beauty items, homeware, and even hospitality offerings. This expansion will be achieved through strategic licensing agreements, retail partnerships, and carefully chosen collaborations, aligning with the brand’s renewed focus on contemporary style.
Building upon the success of Laura Ashley’s spring homeware collection and its fall fashion collaboration in 2021, this partnership with IMG signals a commitment to long-term growth. Gordon Brothers emphasizes that the key to this expansion lies in selecting the right strategic partnerships and collaborations to showcase Laura Ashley’s unique aesthetic to a global audience.
Central to the brand’s revival is its extensive archive, containing over 98,000 pieces of original artwork, textiles, and historical footage. IMG plans to leverage this rich heritage to develop new fashion and lifestyle products that resonate with both existing Laura Ashley enthusiasts and a new generation of consumers. This approach underscores the enduring appeal of Laura Ashley’s iconic designs and prints.
The collaboration with NEXT plc, initiated in 2020, marked a significant step in Laura Ashley’s revitalization. This partnership led to the successful launch of the spring homeware collection online and in select NEXT stores. The subsequent fall fashion collaboration with Batsheva further demonstrated the brand’s ability to adapt and innovate. In addition to these collaborations, Laura Ashley has been actively developing brand partnerships in key markets like Korea, Japan, and the U.S.
The brand’s resurgence builds on Laura Ashley’s nearly 70-year history of inspiring fashion trends with its quality designs and signature prints. The renewed focus on fashion aims to recapture the essence of Laura Ashley’s classic style while infusing it with a modern sensibility. This approach allows the brand to connect with a contemporary audience while staying true to its heritage.
Laura Ashley’s timeless designs and quintessentially British style have made it a beloved brand since 1953. The relaunched brand embraces its best-selling ranges and customer-favorite prints while incorporating new designs inspired by the extensive Laura Ashley archive. This blend of classic and contemporary ensures the brand remains relevant and appealing to a broad audience.
