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Ashley Wilde secures LA deal

LAAshleyWildeAshley Wilde is to produce the relaunched Laura Ashley soft furnishings collection.

The company will provide all soft furnishings for the Laura Ashley home collection available at Next and launching this spring, including bed linen, ready-made curtains, made-to-measure curtains and blinds, cushions, throws, bath towels and mats.

‘Our new relationship with Laura Ashley marks the beginning of a very exciting collaboration for Ashley Wilde: our brands share so much in terms of heritage and quality. It is a pleasure to work with the stunning prints that Laura Ashley is famous for and bring them to life through soft furnishings for the home. This collaborative collection is something we are very proud of,’ says Simon Brodin, Ashley Wilde md.

‘Ashley Wilde is the perfect choice of partner to relaunch the Laura Ashley soft furnishing collections. It has a fantastic design ethos and many years of experience creating beautiful product ranges for other leading interior and designer brands,’ says Poppy Marshall-Lawton, Laura Ashley head of brand and partnerships.

The Laura Ashley brand and designs were bought by Gordon Brothers in April 2020 after the chain went into administration, with the deal to sell through Next announced in October 2020. Last month the brand said Graham & Brown would produce its wallpaper and paint collection.