Exclusive: Laura Ashley Opens First U.K. Store Under New Owners

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Laura Ashley Makes a Strong Return to the U.K. Retail Market

Laura Ashley, the iconic British lifestyle brand known for its floral prints and Victorian-inspired designs, is making a bold comeback in the United Kingdom. Following its acquisition by Marquee Brands in January, the company is now accelerating its growth with the opening of its first standalone store in the U.K. in over five years. This marks a significant step in the brand’s journey, as it also launches a 12-month celebration honoring what would have been the 100th birthday of its founder.

The new flagship store will open on September 26 at the Lakeside mall in Essex, England, just outside of London. The location is strategically chosen to bring the brand back into the hearts of U.K. consumers. The store will span nearly 10,000 square feet and offer a wide range of products, including furniture, home decor, fashion, and children's collections. It will be operated in partnership with Next plc, the brand’s retail licensee in the U.K., and more stores are expected to follow.

Rachael Terrace, chief commercial and growth officer of Marquee Brands, emphasized that this opening is a milestone in Laura Ashley’s return to the U.K. retail market. "This represents the next phase of growth for the brand," she said. Marquee Brands, which specializes in licensing deals, also manages other well-known brands such as Martha Stewart, Ben Sherman, Totes, Isotoner, Motherhood Maternity, and Body Glove.

A New Era of Design and Innovation

The new store aims to provide an immersive brand experience, showcasing not only Laura Ashley’s signature furniture, soft home accessories, and made-to-measure fabrics but also offering interior design services and hosting events like product launches and brand activations. Fashion offerings will include women’s wear, sleepwear, and girls’ clothing, reflecting the brand’s commitment to evolving while staying true to its heritage.

As part of its anniversary celebrations, Laura Ashley has launched a year-long campaign called “Laura Ashley: 100 Years of an Icon.” The campaign kicked off with a birthday dinner at The Kensington Hotel in London and the release of special-edition creations. One highlight is the new wallpaper and fabric collection, The Waters Edge, designed by Anna Eynon, a Swansea College of Art student who won the New Designers Laura Ashley Lifestyle Award. Her design draws inspiration from Britain’s wetlands, featuring flora and fauna with sensual curves.

Laura Ashley is also collaborating with Brewers, a Royal Warrant holder, on wall coverings that feature re-colored classics and current bestselling designs. Additionally, the brand has partnered with fragrance specialists Freckleface to create a handmade candle called Vintage 100, combining two of Laura’s favorite scents—English rose and wild blackberries.

Honoring Heritage While Looking Ahead

Helen Ashmore, Laura Ashley’s longtime head of design, highlighted the brand’s ongoing evolution. She noted that the brand, founded by Laura and Bernard Ashley in 1953, has never stood still and continues to innovate while staying true to its roots. Ashmore and her team are working from a new showroom, studio, and archive in Hammersmith, west London, where they oversee seasonal collections inspired by Laura’s residences in Pimlico, northern France, and Wales.

Ashmore shared that the archives continue to inspire the brand’s seasonal clothing collections, which are made under license by companies like Next. This season, the collections feature houndstooth jackets, embroidered tartans, rose print evening dresses, and pinwhale corduroy shirts with broderie anglaise details.

The brand also remains committed to supporting young talent. By bringing in designers like Eynon and purchasing designs from other students whose aesthetics align with the brand, Laura Ashley continues to foster creativity and innovation.

Legacy and Future Growth

Few British designer names have had the lasting impact of Laura Ashley, one of the first lifestyle brands to capture the public's imagination. In the late 1970s and 1980s, Princess Diana and her Sloane Ranger friends popularized high, frilly Victorian collars, ditzy print skirts, and rustling taffeta dresses with pouf sleeves. Laura Ashley offered a complete package, allowing customers to dress themselves—and their homes—in the brand’s distinctive upper-class country look.

While the brand has experienced ups and downs since Laura Ashley’s death in 1985, it began to flourish again under former owners Gordon Brothers, which bought the brand out of administration in 2020. The company now generates around $750 million in retail sales.

Heath Golden, CEO of Marquee Brands, expressed his confidence in the brand’s future. He noted that Laura Ashley has done exceptionally well across Europe and Asia and plans to leverage its relationships and U.K. office to grow other brands in the portfolio. “We will accelerate the great growth of Laura Ashley across its partners, very seamlessly with no disruption,” he said. “Then we can look for other opportunities to further accelerate and cross-pollinate across other categories and geographies.”