Laura Ashley Returns to the Fashion Scene

Though Laura Ashley never fully disappeared from UK stores, its recent womenswear relaunch via Next, a British-based retailer, marks a new era for the brand.

True to its signature style, Laura Ashley’s latest womenswear collection boasts an array of floral prints and puffy sleeves, offering airy options perfect for Spring and Summer wardrobes. 

Drawing inspiration from the brand’s rich archives, the design team have reimagined silhouettes, color palettes, and heritage prints across a range of clothing including dresses, blouses, trousers, shorts, and skirts.

The journey to this relaunch has been a long one. In April 2020, Gordon Brothers acquired the brand alongside its archives, prompting the closure of its 153 stores in the UK and Ireland. The iconic brand had faced challenges ranging from cash flow issues to the impact of the COVID-19 pandemic on British high street retail. 

However, this long-awaited relaunch marks a new chapter for Laura Ashley.

Carolyn D’Angelo, senior managing director at Gordon Brothers, expressed excitement about the brand's return, emphasizing the infusion of inspiration from Laura Ashley's original lines of the '60s and '70s into contemporary designs. 

This relaunch represents not just a comeback but a renaissance of the brand's ethos.

While currently only available the UK, plans for international distribution are underway. Alongside Next, UK shoppers can also find the products in the department store John Lewis.

With the absence of freestanding stores, the brand's decision to focus on online distribution reflects a strategic shift to adapt to evolving consumer preferences and retail landscapes worldwide.

The challenge ahead lies in standing out in a crowded market. With buyers overloaded with choices, the relaunched Laura Ashley must strike a balance between honoring its heritage while staying relevant to modern tastes.

It should not just be about reclaiming past glory but also about redefining its place in today’s fashion scene.

However, with a nod to its roots and a clear vision for the future, the brand’s revival promises to captivate both loyal fans and a new generation of shoppers.