Laura Ashley, the iconic British brand, has recently announced a significant partnership with IMG as part of its strategy to expand globally. This deal with IMG will primarily focus on expanding Laura Ashley’s fashion, home, and lifestyle products across various regions including Europe, Australia, New Zealand, China, India, and the Middle East.

The multi-year agreement between Laura Ashley and IMG will involve collaboration to create new apparel, footwear, accessories, beauty, and homeware items. This will be achieved through carefully selected licensing and retail partnerships. Notably, this announcement prioritizes fashion products, indicating a return to the brand’s fashion roots. In recent years, Laura Ashley had shifted its attention towards interiors products under previous ownership.

As Laura Ashley approaches its 70th anniversary next year, it has already experienced success with the relaunch of its home collection in 2021. This relaunch was carried out in partnership with its main retail partner, Next, through a dedicated e-commerce platform and over 50 Next stores across the UK. Additionally, the brand made a small-scale comeback in the fashion scene last autumn through a collaboration with Batsheva Hay’s eponymous label. The collection featured dreamy and romantic dresses reminiscent of Laura Ashley’s signature style.

What’s interesting about this fashion collaboration is that it offered higher-priced items compared to the brand’s previous offerings. The collection was available at prices up to $313 and £229, and was sold through upscale retailers like Nordstrom, Net-A-Porter, and Matchesfashion. With this successful fashion relaunch, Laura Ashley now aims to expand its product range even further.

Carolyn D’Angelo, Managing Director of Brands at owner Gordon Brothers and President of Laura Ashley, expressed enthusiasm about the collaboration with IMG and the brand’s global expansion. D’Angelo emphasized the strong customer demand for a new wave of Laura Ashley lifestyle products, following the success of the brand’s relaunched home collection and fall fashion collaboration in 2021. She is excited to unveil the first designs for the brand’s 70th anniversary fashion relaunch in 2023, catering to the next generation of Laura Ashley customers.

The partnership between Laura Ashley and IMG signifies the brand’s dedication to reclaiming its position in the global fashion and lifestyle market. With its rich British heritage and renewed focus on fashion, Laura Ashley is well-positioned for a successful comeback and growth in the international market.

Useful Links:
Laura Ashley Official Website
IMG Partnerships