Laura Ashley, the renowned British brand established in 1953, has recently formed a significant partnership with IMG to drive its global expansion. This exciting multi-year collaboration will specifically focus on broadening the brand’s fashion, home, and lifestyle products across various regions such as Europe, Australia, New Zealand, China, India, and the Middle East.
One notable aspect of this deal is the emphasis on fashion, which is the category that initially propelled Laura Ashley to success. In recent years, the brand had shifted its attention towards interior products under previous ownership. However, with this new partnership, Laura Ashley intends to reclaim its position as a prominent fashion brand.
In 2021, Laura Ashley successfully reintroduced its home collection through a venture with Next, enabling customers to access its products both online and in over 50 Next stores throughout the UK. Additionally, the brand made a modest re-entry into the fashion scene last autumn by collaborating with Batsheva Hay’s eponymous label. This collection showcased the enchanting and romantic dresses that were iconic to Laura Ashley during its prime years, albeit at higher price points.
Now, with the collaboration sealed with IMG, Laura Ashley sets even higher aspirations for its product offerings. Carolyn D’Angelo, the Managing Director of Brands at Gordon Brothers and President of Laura Ashley, expressed excitement regarding the partnership and the opportunity to expand the brand on a global scale. D’Angelo noted the strong demand among customers for new Laura Ashley lifestyle products and hinted at the brand’s fashion relaunch planned for its 70th anniversary in 2023.
The collaboration with IMG will involve the creation of new Laura Ashley clothing, footwear, accessories, beauty products, and homeware items through licensing and retail partnerships. This strategic move aims to revitalize the brand and attract the next generation of Laura Ashley consumers.
By leveraging its esteemed British heritage and iconic designs, Laura Ashley is poised for a worldwide revival. Through its renewed focus on fashion, the brand intends to regain its industry leadership while conquering new markets across the globe.
Useful links:
1. Laura Ashley Official Website
2. IMG Official Website
