British high street staple returns with first new shop in five years

A beloved British brand is back from the dead having shut down all 150 of its stores five years. Once found on High Streets all over the country, the iconic chain has returned with its first new store in half a decade.

Laura Ashley opened a brand new store at the Lakeside shopping centre in Thurrock, Essex today (Friday, September 26). The new 10,000 square foot outlet will offer the retailer's trademark floral designs in homeware, womenswear and more. Its merchandise has been characterised as "quintessentially English".

According to Retail Week, the new store will be run in collaboration with Next. The move follows years of Laura Ashley stock being featured in Next stores and online.

Established by Welsh fashion designer Laura Ashley and her husband Bernard Ashley in 1953 in London, the fashion label initially gained recognition for producing Victorian-style head scarves, one of which was worn by Audrey Hepburn in the film Roman Holiday. The late Diana, Princess of Wales, was also an admirer.

But just under 60 years later, it was one of many victims to the Covid-19 pandemic and went into administration in 2020, forcing it to shut all of its UK branches.

It was subsequently rescued by retail investors Gordon Brothers, who helped relaunch the brand in Next stores twelve months later. The company also maintains partnerships with sofa retailer DFS and John Lewis.

As previously reported by The Express, Laura Ashley's circumstances shifted in January, when the American firm sold the chain to Marquee Brands, the proprietor of Ben Sherman.

At the time, Heath Golden, chief of Marquee Brand, said the firm was "primed and ready" to leverage Laura Ashley's seven-decade legacy. He stated that he aimed to "unlock its future potential as a full lifestyle brand innovating new products and categories, offering unique collaborations and engaging multi-generational audiences in key markets worldwide".

The new store launch marks the 100th anniversary of its founder's birth, and aims to re-energise devoted customers whilst drawing in fresh admirers. A brand new dedicated Design Hub within the shop will encourage shoppers to discover bespoke fabrics alongside the brand's stunning wallpaper ranges, according to Country Living.

Shoppers will have the opportunity to browse the brand's autumn and winter ranges in person - perfectly timed for Christmas. "Laura Ashley stores have always been destinations of inspiration, where consumers could explore and immerse themselves in the brand's world of design," said Rachel Terrace, chief commercial and growth officer at Marquee Brands.

"In partnership with Next, a leading retail partner for the brand, we are proud to reintroduce this experience in a refreshed retail concept. This opening represents a significant milestone in Laura Ashley's return to the UK retail market and signals the next phase of growth for the brand."