British brand Laura Ashley is about to make a return to the fashion world as its owner, Gordon Brothers, has entered into a new multi-year partnership with IMG.
The agreement will see IMG select licensing and retail partnerships to develop new clothing, footwear, accessories, homeware and hospitality offerings, Gordon Brothers said Wednesday. The brand’s product lines are expanded to Europe, Australia, New Zealand, China, India and the Middle East.
“We are delighted to be working with IMG to continue to expand Laura Ashley following the success of last year’s spring homeware collection and fall fashion collection,” said Tobias Nanda, President of Brands at Gordon Brothers IMG is committed to selecting additional strategic partnerships and collaborations that will help bring the brand’s distinctive aesthetic closer to consumers worldwide, while continuing to expand our existing brand partnerships.”
Extended product range and presence with licensees
US company Gordon Brothers acquired the heritage brand in April 2020 and pulled it out of bankruptcy with the intention of expanding its global e-commerce, wholesale and licensee presence.
Following the acquisition, the consultancy has already formed a number of partnerships for the brand, re-launching it through an agreement with Next Plc, for whom Laura Ashley has launched a spring homeware collection.
The label has also recently ventured into fashion, announcing a late 2021 collaboration with Batsheva for fall. Meanwhile, the company continues to develop brand partnerships in Korea, Japan and the United States.
This translated post previously appeared on FashionUnited.uk.