Gordon Brothers-owned lifestyle brand Laura Ashley has joined hands with IMG to expand its presence in China, India, Europe, Australia, New Zealand and the Middle East “in a fresh, modern way”.
The multi-year partnership will see the creation of a new fashion and homeware range and hospitality offerings through curated licensing and retail partnerships and collaborations.
“Our focus in working with IMG will be to select additional strategic partnerships and collaborations to help bring the brand’s distinct aesthetic to consumers globally while continuing to develop our current brand partnerships,” said Tobias Nanda, president of brands at Gordon Brothers.
Founded in 1953 by Bernard Ashley and his wife Laura, the company filed for administration in March 2020 after struggling for several years.
Gordon Brothers, a restructuring specialist, acquired the Laura Ashley brand name, archives and intellectual property rights from the administrator shortly after. The company then later partnered with Next to roll out a homeware collection in Next’s stores, while developing brand partnerships in South Korea, Japan and the US.
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