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Laura Ashley joins forces with Next

Laura Ashley
Laura Ashley

Laura Ashley will be relaunched in a partnership with Next after filing for administration in March.

Its homewares will be stocked in Next stores and online from spring 2021 after the two retailers struck a deal.

The 67-year-old company said earlier this year it would permanently close 70 stores in mid-March, with plans to cut 268 office jobs and furlough more than 1,500 workers as it filed for administration.

Laura Ashley hired PwC to advise on the administration process, blaming the impact of coronavirus for tipping it over the edge.

The brand will be relaunched under new owners Gordon Brothers, with "a British team of designers continuing to fly the flag" for the brand, a spokesman said.

Poppy Marshall-Lawton at Laura Ashley said: "We felt partnering with such a dynamic and British retailer such as Next was the perfect progression.

"Laura Ashley herself was always inspired by the past but excited about the future, so getting the chance to reinvigorate the brand is a perfect new chapter in our already fabulous story."

Next chief executive Lord Wolfson said: "We believe that 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."