new owners revive Laura Ashley with 1 new U.K. store

The beloved British brand Laura Ashley is making a triumphant return to the U.K. high street in a move that has delighted fans of its classic floral prints and romantic aesthetic. After its much-publicized collapse into administration in 2020, the brand’s new owners are breathing fresh life into the iconic name, starting with the grand opening of a single, carefully curated store. This move signals a new chapter for the heritage brand, blending its nostalgic charm with a modern, strategic retail approach.

This cautious but significant step back into physical retail is a testament to the vision of the new leadership, who see a future for Laura Ashley that honors its past while embracing the realities of today’s market.

The Revival Begins: What the New Owners Have Planned

The journey to this revival began when investment firm Gordon Brothers acquired the Laura Ashley brand, its archives, and its intellectual property following the closure of all 147 of its UK stores. While many assumed the brand would become a purely online entity, the new owners have made it clear they believe in the power of a physical presence to connect with customers on a deeper level.

Their strategy is not a return to the sprawling retail footprint of the past. Instead, it’s a thoughtful and measured approach. The plan revolves around a “digital-first” model, which is powerfully supplemented by strategic physical touchpoints. This first new store is the flagship of that strategy—a place where customers can see, touch, and experience the quality and design that made the brand famous.

Tobias Nanda, President of Brands at Gordon Brothers, stated that the goal was to “rebuild the Laura Ashley brand in a way that is relevant for today’s consumer.” This involves leveraging the brand’s incredible heritage while avoiding the pitfalls that led to its previous decline, such as over-expansion and a failure to adapt to changing shopping habits.

A Glimpse Inside: The First New Laura Ashley Store

The first new store has opened its doors in Stratford-upon-Avon, a location that perfectly complements the brand’s quintessentially British identity. The store itself is designed to be more of a boutique showroom than a traditional retail outlet, offering an immersive brand experience.

Inside, shoppers will find a curated collection of Laura Ashley’s finest. The focus is on home furnishings—from signature wallpapers and luxurious fabrics to elegant lighting and bespoke upholstery services. The iconic floral patterns are present, but they feel fresh and contemporary. You can explore how these classic floral prints are being reimagined for modern interiors.

Alongside the home goods is a capsule collection of women’s fashion, echoing the brand’s roots. The store’s layout is bright and airy, a modern interpretation of a country home, allowing the products to be the heroes. It’s a space that encourages browsing and inspiration, acting as a physical manifestation of the brand’s online catalogue.

This single store serves as a powerful marketing tool, a destination for loyalists, and an introduction for a new generation of shoppers. It’s a bold statement that Laura Ashley is not just a memory, but a living, evolving brand.

Beyond the Bricks: The Digital Strategy of the New Owners

While the new store is making headlines, it’s crucial to understand that it is one component of a much larger, digitally-focused plan. The new owners have implemented a multi-channel strategy that primarily lives online.

A cornerstone of this revival was the major partnership with retail giant Next plc. The full range of Laura Ashley home products became available to purchase through Next’s robust e-commerce platform, instantly giving the brand access to a massive and engaged online audience. This partnership has been incredibly successful, proving a strong consumer appetite for the brand.

You can browse the extensive collection on the Next website, which serves as the primary sales channel. The new physical store complements this online presence perfectly by offering services like click-and-collect and a place for customers to consult with design experts in person before making a significant purchase online.

This “clicks-and-bricks” model is a savvy approach in the modern retail landscape. It allows the brand to maintain a high-street presence and control its brand narrative without the massive overheads of a large store portfolio. It’s a lean, agile, and customer-centric strategy that the new leadership believes is the key to sustainable growth.

The Legacy and Future of Laura Ashley

Laura Ashley holds a unique place in the hearts of many. For decades, it was the go-to brand for a certain kind of British elegance, synonymous with quality, comfort, and timeless design. Its decline was a sad moment for the U.K. high street, symbolizing the struggles of many heritage brands in a fast-fashion world.

The challenge for the new owners is twofold: they must cater to the nostalgic desires of their loyal, long-standing customer base while also attracting a new, younger audience who may not have a prior connection to the brand. The curated feel of the new store and the modernised digital presence are clear attempts to bridge this gap.

By focusing on quality over quantity and experience over ubiquity, the new leadership is positioning Laura Ashley as a premium, desirable brand once more. The revival is not about recreating the past, but about building a new future on the foundations of a powerful legacy.

The opening of one new store may seem like a small step, but for Laura Ashley, it’s a giant leap. It’s a declaration of confidence from its new owners and a sign that this iconic British story is far from over. The high street is a little brighter with the return of those famous florals.