Written by Hugh Metcalf

Laura Ashley relaunches into Next stores!

Laura Ashley has launched into 48 Next stores, as well as its new flagship ‘store-in-store’ at London’s Westfield Shepherds Bush.

laura ashley living room - news - goodhomesmagazine.com

Image: Laura Ashley

When will they open?

The stores will open their doors from 12th April when retail is able to open in England after COVID-19 restrictions.

Watch the opening of the flagship ‘store in a store’ via Laura Ashley’s exclusive launch video…

 

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A post shared by Laura Ashley (@lauraashleyuk)

 

Why did they close?

Laura Ashley had long been a homewares stalwart of the UK’s High Street; however, back in March, the store was another retail victim of the COVID-19 pandemic, closing its 70 stores permanently just as lockdown hit the nation, while its website also stopped trading.

If this left you with a chintzy floral hole in your life and your home, we’ve got some good news for you. Laura Ashley’s homewares will be making a return in 2021 with a new retail partner.

laura ashley decorating moodboard - news - goodhomesmagazine.com

Image: Laura Ashley

Where will it be sold?

Laura Ashley are now working with Next to bring its homewares back to the UK’s interiors. Its new ranges will be available online via the Next website and in selected stores. It will also be available from the Laura Ashley website.

What’s coming back?

Laura Ashley have relaunched Animalia, Magnolia Grove and Parterre stories, as well as two new stories: Tapestry Floral and Eglantine Rose. Poppy Marshall-Lawton, Head of Brand & Partnerships at Laura Ashley said: ‘We are very pleased to be partnering with Next to take the Laura Ashley brand to the next level… Laura Ashley herself was always inspired by the past but excited about the future, so getting the chance to reinvigorate the brand is a perfect new chapter in our already fabulous story.’ Next will also be launching Laura Ashley upholstered furniture, home fragrance, mail order flowers and a new nursery range.

Read more: Laura Ashley launches SS21 collection at Next!

laura shley fabrics and wallpaper - news - goodhomesmagazine.com

Image: Laura Ashley

Are you excited for the return of Laura Ashley? Let us know! Tweet us @goodhomesmag or post a comment on our Facebook page.

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