Legendary brand Laura Ashley makes a comeback: the first store opens in the UK.

The return of an iconic brand

According to The Sun: The famous British brand Laura Ashley has made its way back to the streets, and shoppers are calling it 'great news.'

Consumers are actively visiting the new store in Essex after its opening.

The Laura Ashley store, covering 10,000 square feet at the Lakeside shopping center, opened on Friday, September 26. It revived memories of a brand known for its floral patterns and Princess Diana's style.

Nostalgia for the past

This is the first instance in over five years where customers can buy legendary designs in a standalone store.

The new store is opened in partnership with Next.

In a statement on Facebook, a store representative mentioned:

'It's official, our new store is here, and we can't wait to meet you. Come and visit us.'

The brand, which had a fan in Hollywood star Audrey Hepburn, was founded in 1953 by Welsh designer Laura Ashley and her husband Bernard in London.

Hard times for the brand

Laura Ashley trends became popular in the 70s, with home goods appearing in the 80s. However, the brand suffered significant losses due to the pandemic and went into administration in 2020.

At that time, Laura Ashley stated that it needed a £15 million cash injection to continue operations. Sales had noticeably dropped due to the pandemic, despite positive figures up to March 13, 2020.

Financial consultants from PricewaterhouseCoopers (PwC) were engaged to oversee the administration process and find a buyer for the brand. As a result, the chain closed all its stores in the UK.

The beloved chain was saved by investors Gordon Brothers, who helped revive the brand in the Next stores in 2021.

Now the brand has agreements with the sofa group DFS and John Lewis.

Moving forward on a new course

As of January this year, the American company transferred management of the chain to Marquee Brands, owner of Ben Sherman.

At that time, Heat Golden, head of Marquee Brands, noted that the company was 'ready' to utilize Laura Ashley's seventy-year legacy and plans to 'unlock its future potential as a full-fledged lifestyle brand.'

According to Rachel Terras, Chief Commercial Officer and Growth at Marquee Brands, stores 'have always been places of inspiration.' She also added:

'This opening is a significant milestone in Laura Ashley's return to the UK market and signals the next phase of brand growth.'

Shoppers are actively praising the store's return, leaving hundreds of comments under the company's Facebook post.

One shopper wrote:

'It’s nice to see it back on the streets. I hope there are plans for even more.'

Revival of retail

Laura Ashley joins a number of other retailers that are returning to the streets.

Topshop is actively expanding its presence after Asos sold a 75% stake in the brand to Bestseller. The iconic British brand opened a counter in Liberty London and plans to open in 32 John Lewis stores next year.

Ted Baker also plans to return early in 2026, but it remains to be seen how many stores will open or if they will be outside London.

This news comes more than a year after the brand abruptly closed all its stores in August 2024.

The company Shirts T.M. Lewin announced last month that it would open new stores in London, Manchester, and Edinburgh.

Laura Ashley's return to the market has been a landmark event, marked by nostalgia and hopes for positive developments in British retail. Along with other brands planning expansion, Laura Ashley could become part of the retail revival on the streets, reflecting shoppers' desire to once again choose products in person.