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IMG to focus on furnishings for Laura Ashley China push

LAJosetteFurnishings will be the core focus for IMG as it rolls out the Laura Ashley brand across China.

The company, which signed a licensing deal with the chain in August covering China, Hong Kong and Taiwan, says it will target the growing middle class with furnishings and home decor before introducing clothing, fashion accessories and personal care.

Increased purchasing power in China has led to the growth of the furniture market. Total sales of furniture manufacturing companies grew 10% to more than $130bn in 2017, according to the National Bureau of Statistics.

‘The Laura Ashley brand is loved around the world for its quintessentially English heritage and romantic floral designs. China has long been the furniture production capital of the world for export but now with urbanisation and a growing middle class, expenditure in home furnishings and decor has become an increasing priority of the Chinese consumer. This is an ideal time for a brand like Laura Ashley to enter the market with its distinctive design aesthetic,’ says Bruno Maglione, IMG president of licensing.

‘We are delighted to have appointed IMG on an exclusive basis to help us develop our brand presence in China, Hong Kong and Taiwan. We look forward to working closely with IMG to build a strong and sustainable business in these territories over the years to come,’ says Sean Anglim, Laura Ashley coo.