Laura Ashley, a brand synonymous with quintessential British design, is making a significant comeback to physical retail. After a five-year hiatus, the iconic homeware store is set to open its doors at the Lakeside shopping center in Essex on September 26. This flagship store occupies a substantial 10,000 square feet and marks a crucial milestone in the brand’s journey post-administration.
A Fresh Start for Laura Ashley
The reopening of this store coincides with the centenary of its founder, Laura Ashley, reviving an important chapter in the brand’s illustrious history. Following its difficulties in 2020, when the company collapsed into administration, Laura Ashley has undergone a transformation. In January 2021, it was acquired by Marquee Brands, the parent company of popular names like Ben Sherman. This acquisition not only rejuvenated the brand but also allowed for the retention of the UK-based team, which plays a pivotal role in executing the vision for its future.
What to Expect at the New Store
The Lakeside flagship store will feature an extensive selection of homeware, including a dedicated sofa shop, as well as an interior design service to assist customers in creating their ideal living spaces. This reintroduction of a tactile retail experience allows consumers to engage with the brand on a more personal level, something that has been missing in an increasingly digital shopping environment.
Partnership and Vision
Rachel Terrace, Chief Commercial and Growth Officer at Marquee Brands, expressed enthusiasm about the store’s opening. “Laura Ashley stores have always been destinations of inspiration, where consumers could explore and immerse themselves in the brand’s world of design,” she stated. This sentiment echoes a broader trend in retail, where the focus is shifting back to experiential shopping, making physical locations not just stores, but immersive environments that enhance the customer journey.
In collaboration with Next, a renowned retail partner, Laura Ashley aims to reimagine the shopping experience. A spokesperson from Next added that they are thrilled to bring back Laura Ashley’s physical presence in the UK, providing a vibrant space for customers to discover an array of collections spanning home décor to womenswear and childrenswear.
Significance of the Return
The reopening of Laura Ashley’s physical store represents more than just a return to retail; it signifies a strategic pivot toward strengthening the brand’s market position. In a period where many retailers struggle, this approach demonstrates resilience and an understanding of consumer demand for tactile, immersive experiences.
As Laura Ashley steps back into the UK retail market, the blend of tradition and modernity captured in their new store promises to resonate with both loyal customers and new audiences. With its legacy rooted in beautiful design and quality craftsmanship, the brand is poised to become a significant player in the homeware space once again.
In conclusion, Laura Ashley’s return to bricks-and-mortar retail marks a revival not just for the brand, but also for the British retail landscape as a whole. With the support of strategic partnerships and a clear vision for the future, the flagship store at Lakeside is set to become a destination for those seeking inspiration for their homes and lives.
Image Source: Robyn of Exeter / Shutterstock
