AN ICONIC British brand has made a triumphant return to the high street – and shoppers have declared it “wonderful news”.
Customers have been flocking to the new store in Essex after it opened.
The opening of the 10,000 sq ft Laura Ashley store in the Lakeside shopping centre on Friday, September 26, has prompted an outpouring of nostalgia for the brand, which is synonymous with floral patterns and Princess Diana.
It marks the first time in over five years that customers are able to buy its iconic designs in a standalone store.
The new site is being operated in partnership with Next.
In a statement posted on Facebook, a spokesperson for the store said: “It’s official, our new store is here, and we can’t wait to welcome you.
“Come and visit us.”
The fashion brand, which also counted Hollywood star Audrey Hepburn as a fan, was founded in 1953 by Welsh designer Laura Ashley and her husband, Bernard, in London, in 1953.
Favourite trends
Its trends became a favourite in the ’70s, with homewares following in the ’80s.
But it became one of many retail casualties of the pandemic, with the brand crashing into administration in 2020.
Laura Ashley had previously said it needed a £15 million cash injection to continue trading.
The retailer said immediate sales had been impacted by the ongoing coronavirus epidemic, despite positive figures during the seven weeks to March 13, 2020.
Trading had been up 24 per cent on the same period a year earlier.
Advisers from PricewaterhouseCoopers (PwC) were called in to oversee the administration process and attempt to find a buyer for the retailer.
As a result the chain was forced to close all of its branches in the UK.
The beloved chain was later saved by retail investors Gordon Brothers, which helped launch the brand in Next stores in 2021.
It also has deals with sofa group DFS and John Lewis.
In January of this year, the US firm offloaded the chain to Marquee Brands, the owner of Ben Sherman.
At the time, Heath Golden, chief of Marquee Brands, said the firm was “primed and ready” to leverage Laura Ashley’s seven-decade legacy.
He said he hoped to “unlock its future potential as a full lifestyle brand innovating new products and categories, offering unique collaborations and engaging multi-generational audiences in key markets worldwide”.
Next phase of growth
Rachel Terrace, chief commercial and growth officer at Marquee Brands, said the stores have “always been destinations of inspiration”.
She added: “This opening represents a significant milestone in Laura Ashley’s return to the UK retail market and signals the next phase of growth for the brand.”
Shoppers have been quick to praise the return of the store, with hundreds replying to the company’s Facebook post.
One shopper said: “Good to see it back on the high street.
“Hope there are plans for more.”
Another said: “Add Norfolk to the list, please!”
A third person posted: “Get one back in Glasgow, please!”
A fourth wrote: “Wonderful news! It’s been much missed.”
Retail revival
Laura Ashley joins a host of other retailers making a return to the high street.
Topshop has been ramping up its presence in stores after Asos sold a 75% stake to the brand to Bestseller.
The iconic British brand has opened a concession in Liberty London and will open in 32 John Lewis stores come next year.
Ted Baker is also plotting a return in early 2026,
It is understood the brand is planning to return to London, with more details to be confirmed closer to the time.
It’s not clear yet how many shops there will be or whether there will be any outside the capital.
The news comes more than a year after the much-loved brand dramatically collapsed and shuttered all its stores in August 2024.
Shirtmaker T.M. Lewin announced last month it would be opening more stores in London, Manchester and Edinburgh.
The brand had fallen into administration and shut all of its 66 branches in 2020.
What does going into administration mean?
WHEN a company enters into administration, all control is passed to an appointed administrator.
The administrator has to leverage the company’s assets and business to repay creditors any outstanding debts.
Once a company enters administration, a “moratorium” is put in place which means no legal action can be taken against it.
Administrators write to your creditors and Companies House to say they’ve been appointed.
They try to stop the company from being liquidated (closing down), and if it can’t it pays as much of a company’s debts from its remaining assets.
The administrator has eight weeks to write a statement explaining what they plan to do to move the business forward.
This must be sent to creditors, employees and Companies House and invite them to approve or amend the plans at a meeting.
A Notice of Intention is used to inform concerning parties that a company intends to enter administration.
It is a physical document which is submitted to court, usually by directors aiming to prevent a company from being liquidated.
Like with a standard administration process, a Notice of Intention stops creditors from taking out any legal action over a company while they try and rectify the business.
