Laura Ashley has announced a partnership with Next to sell its home products both online and in stores.
The homewares will be sold across Next’s 500 UK stores and via its website which operates in over 70 countries.
Investment firm Gordon Brothers bought the intellectual property and archives of the heritage brand after it fell into administration in April.
The brand’s stores were not included in the deal.
As part of the firm’s restructuring plans, the Gordon Brothers have made it a priority to expand Laura Ashley’s portfolio of licensees and franchisees, boost its ecommerce presence and develop its wholesale relationships.
Gordon Brothers chief executive of international Frank Morton said: “We are truly delighted about this opportunity. Our partnership with Next allows us to embark on an exciting new chapter and relaunch the iconic Laura Ashley brand.
“Our decision to acquire the brand was based on the global awareness of Laura Ashley and customer affinity for the brand, which will be renewed through this partnership.”
Next chief executive Lord Wolfson said: “Next is delighted to be partnering with Gordon Brothers and the Laura Ashley team to relaunch this iconic British brand.
“We believe the combination of the design vision of the Laura Ashley team alongside Next’s online and retail infrastructure can combine to revitalise this world-class brand.”
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