Laura Ashley told Retail Week it will open a flagship store with a “fresh look” in November, following its preliminary results today.
The fashion and homeware retailer will open the “very different” Laura Ashley store in the Westfield London shopping centre in Shepherd’s Bush.
Laura Ashley chair Andrew Khoo said: “We’re very excited about this store because we’re taking a very fresh look at how we can do things. It will be a different Laura Ashley.
“It will still be Laura Ashley that we all know and love, but it will be very different in the way we style and merchandise and the types of products that will come in.”
Following its recent fashion collaboration with Urban Outfitters, Khoo said Laura Ashley will look at other collaborations to appeal to a younger UK audience.
“On the fashion side, we may curate a specific range that’s exclusive to this store, potentially a capsule collection that would be a bit younger,” he said.
Laura Ashley reported a £9.8m full-year pre-tax loss for the 52 weeks to June 30. Total like-for-like retail sales were down 3.5%, however, fashion like-for-like sales increased 9.2% during the period.
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