Laura Ashley
A British lifestyle brand associated with romantic floral prints, Victorian references and English country style across fashion and home furnishings.
Last updated November 4, 2026
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Overview
Laura Ashley is a British lifestyle and design brand established by Laura Ashley and her husband, Bernard Ashley, in London in 1953. The business began with small-scale production of printed napkins, table mats and tea towels, using equipment Bernard developed and designs Laura created. Laura's interest in Victorian and traditional motifs led to the production of headscarves and fabrics at a time when comparable period-inspired textiles were difficult to find. The brand gained early visibility after a Laura Ashley headscarf was associated with Audrey Hepburn's appearance in the 1953 film Roman Holiday, helping turn the product into a fashionable item and supporting sales through department stores, mail order and high-street retailers. The company moved from London to Kent and then to Wales, where the Ashleys developed a manufacturing and retail base. Wales became central to the brand's identity and employment footprint. Laura directed the visual and textile design language, while Bernard managed machinery, production and business operations. Their partnership produced a distinctive approach built around printed cottons, florals, long silhouettes, historical references and an understated English-country aesthetic. A first Laura Ashley dress appeared in the mid-1960s, and the brand benefited from the late-1960s shift from mini skirts toward longer, more romantic forms. Its fashion range subsequently became associated with high necklines, full skirts, sleeves, lace, ruffles, cotton blouses and period-inspired dresses. Retail expansion accelerated during the late 1960s and 1970s. The first shop using the Laura Ashley name opened in South Kensington in 1968, followed by further British locations, a Paris store in 1974 and a store in San Francisco in the same year. Licensing arrangements extended the brand into department-store concessions in markets including Australia, Canada and Japan. Laura Ashley broadened beyond apparel into fabrics, wallpaper, furniture, bedding, curtains, accessories, perfume and other household goods, becoming a lifestyle business rather than a clothing-only label. At its peak the wider operation had hundreds of stores and a substantial manufacturing and employment network. Laura Ashley died in 1988? No: the supplied reference identifies her death in 1985. Following her death, the company was floated as Laura Ashley Holdings plc in 1985. The business continued to internationalize, including the opening of its first Japanese store in Tokyo. During the 1990s, however, rapid retail expansion, complicated outsourced manufacturing and distribution problems placed pressure on the company. Chief executive James Maxmin pursued a refocusing strategy and formed a major logistics alliance with FedEx, intended to improve inventory movement and service across the international store network. He left in 1994 after strategic differences with chairman Bernard Ashley, and the company subsequently experienced leadership changes and financial difficulty. A financing and ownership restructuring involving MUI Asia in 1998 helped keep the business operating, while several international activities were reduced or reorganized. The company closed its last rural Welsh factory in 1999, exited North American physical retail by 2003 and later dealt with litigation, store closures, changing consumer preferences and pressure on its traditional fashion business. Home furnishings, digital commerce and hospitality initiatives became increasingly important. Japan remained a significant licensed market for many years, but the Aeon relationship ended in 2018 and its Japanese stores closed; Itochu subsequently took up a master-licence role with plans for renewed department-store, specialist-store and online distribution. The British operating company entered administration in March 2020 amid the disruption caused by the COVID-19 pandemic. Gordon Brothers acquired the brand name, archives and intellectual-property rights in April 2020 and pursued a relaunch through partnerships and selected retail channels, including a planned Next distribution arrangement. In January 2025, the brand was sold to Marquee Brands. Laura Ashley remains active as a heritage-led lifestyle label, with its core appeal resting on recognizable floral and textile design, English romanticism, home decoration and licensing-led international development.
History
Laura Ashley began in 1953 when Laura Ashley and Bernard Ashley started printing traditional and Victorian-inspired designs in London. Laura's design work was complemented by Bernard's engineering and production skills. Their first products included headscarves, napkins, table mats and tea towels. The business became associated with Audrey Hepburn after a Laura Ashley headscarf appeared in Roman Holiday, giving the young label valuable cultural visibility. The company moved first to Kent and then to Wales in 1961. Welsh production became a foundation of the business, with facilities developed in Carno and later Newtown. Bernard's flat-bed printing process enabled the company to increase textile output, while Laura's designs supplied a consistent visual identity. A first dress was produced in 1966, and the brand's long, feminine silhouette became especially relevant as fashion moved from the 1960s mini toward longer skirts and more romantic styling. The first Laura Ashley shop opened in South Kensington in 1968. Shops followed in Shrewsbury and Bath, then internationally in Paris and San Francisco. Licensing expanded the name into department-store concessions in Australia, Canada and Japan. By the 1970s and early 1980s, the brand sold clothing, fabrics, wallpaper, home furnishings, accessories and perfume. Its products were increasingly presented as a complete English lifestyle, with coordinated patterns and interiors. The company grew to hundreds of stores and thousands of employees. After Laura Ashley's death in 1985, the company became a public company. It continued its international expansion, including a Japanese store opening, but later encountered problems linked to over-expansion, outsourced manufacturing and inefficient logistics. James Maxmin became chief executive in 1991 and pursued operational reform, including a long-term logistics alliance with FedEx. The initiative aimed to make the international store network more responsive, but Maxmin left in 1994 after strategic disagreements. Leadership turnover and financial pressure continued through the decade. MUI Asia became a major shareholder in 1998 and helped restructure the business. The company reduced its manufacturing footprint, closing its final rural Welsh factory in 1999, and withdrew from North American physical retail by 2003. A 2002 legal dispute with L'Oréal concerned Laura Ashley perfume manufacturing and ended with a damages award that did not cover the company's legal costs. In the 2000s, the business continued to balance fashion, home furnishings, online sales and selected international arrangements. It also closed its Regent Street flagship in 2005 after rent increases. The later years brought further contraction and restructuring. Australian operations entered voluntary administration in 2016 and ultimately ceased trading at the end of 2018. In Japan, Aeon ended its relationship in 2018 and the country's Laura Ashley stores closed, although Itochu announced a new licensing and distribution plan. In Britain, store closures and declining sales preceded the administration filing of March 2020. Gordon Brothers purchased the brand's intellectual property and archives in April 2020 and sought to relaunch it through partnerships and selective retail. Marquee Brands acquired the brand in January 2025. The contemporary Laura Ashley identity remains rooted in its archive of floral prints, romantic apparel, textiles and English-country home design.
- 2025
Marquee Brands acquisition
[1]Marquee Brands acquires Laura Ashley.
- 2020
Administration and brand acquisition
[1]The operating company enters administration, and Gordon Brothers acquires the brand assets.
- 1998
MUI Asia becomes a major shareholder
[1]A financing and ownership restructuring helps stabilize the company.
- 1991
James Maxmin becomes chief executive
[1]The company begins an operational and distribution refocusing program.
- 1985
Company flotation
[1]Laura Ashley Holdings plc becomes publicly listed after Laura Ashley's death.
- 1974
Paris and San Francisco expansion
[1]The company opens stores in Paris and San Francisco as international retail growth accelerates.
- 1968
First Laura Ashley shop opens
[1]The first shop using the Laura Ashley name opens in South Kensington, London.
- 1961
Operations move to Wales
[1]The family and business relocate to Wales, establishing the region as a major production and brand base.
- 1953
Laura Ashley business founded
[1]Laura and Bernard Ashley begin producing printed textiles and headscarves in London.
Products and positioning
An upper-mid-market to premium heritage lifestyle brand centered on romantic English country style, floral prints, historical references and coordinated fashion-and-home collections.
Apparel · 1966
Women's apparel
The fashion range is known for floral prints, long silhouettes, high necklines, full skirts, sleeves, lace and ruffles. Its historical references and cotton-based printed fabrics helped define the recognizable Laura Ashley look.
Textiles · 1953
Printed fabrics
Printed fabric was the foundation of the business. Laura Ashley developed romantic, floral and period-inspired patterns for apparel, craft, interiors and coordinated home collections.
Home
Wallpaper and home furnishings
The home range extended the brand's textile language into wallpaper, curtains, bedding, furniture and accessories. These products positioned Laura Ashley as a complete English-country lifestyle brand rather than solely a fashion label.
Beauty · 1979
Perfume
Laura Ashley introduced a perfume range during its 1970s expansion. Production and licensing of the fragrance line later became the subject of a legal dispute with L'Oréal.
Brand decisions
2025
Marquee Brands acquisitionM&ABackground
Laura Ashley was operating as a heritage brand after the 2020 administration and Gordon Brothers ownership period.
Action taken
Marquee Brands acquired the brand.
Aftermath
The brand continued under a portfolio-owner model; detailed post-acquisition strategy was not provided in the references.
2020
Brand assets sold to Gordon BrothersM&ABackground
The operating company entered administration after prolonged trading pressure intensified by the COVID-19 outbreak.
Action taken
Gordon Brothers acquired the brand name, archives and intellectual-property rights.
Aftermath
The brand was relaunched through partnerships and selected retail channels.
2018
Japanese licensing transitionStrategyBackground
Aeon ended its longstanding Laura Ashley arrangement amid reduced profitability in Japan.
Action taken
Itochu took up a master-licence role and proposed department-store, specialist-store and e-commerce distribution.
Aftermath
Existing Japanese stores closed in September 2018 while a new licensing model was planned.
1991
Operational refocusing under James MaxminStrategyBackground
The company was dealing with over-expansion, manufacturing complexity and distribution inefficiencies.
Action taken
Management pursued manufacturing and logistics reforms and established a long-term alliance with FedEx.
Aftermath
The company returned to profit in 1992, but Maxmin resigned in 1994 after strategic differences with Bernard Ashley.
Recent events
- Unconfirmed
Laura Ashley offers closing-down sale discounts[3]
Reported:
Laura Ashley made price cuts for its closing-down sale at the Peterborough store, with at least 50% off fashion in-store and online and 30% off furniture; the article also reports that the sale covered stock cleared from the warehouse.
Gordon Brothers acquires Laura Ashley brand[4]
Reported:
Gordon Brothers announced that it had acquired the global Laura Ashley brand, archives, and related intellectual property from administrators of the Laura Ashley group in the U.K.
Laura Ashley announces closure of 70 stores[5]
Reported:
Laura Ashley announced the permanent closure of 70 stores; 721 employees were set to lose their jobs.
Sources7 sources
- 1Laura Ashley (company)en.wikipedia.org
- 2Laura Ashley official websitelauraashley.com
- 3Laura Ashley 推出停业清仓折扣peterboroughtoday.co.uk
- 4Gordon Brothers收购Laura Ashley品牌finanznachrichten.de
- 5Laura Ashley宣布关闭70家门店standard.co.uk
- 6Laura Ashley closes 70 stores with more than 700 jobs lostleaderlive.co.uk
- 7Laura Ashley store cuts prices again in closing down saleross-shirejournal.co.uk
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