Laura Ashley to launch 70th anniversary product with Mamas & Papas

By

Sandra Halliday

Published
Jun 30, 2022

Laura Ashley is continuing its bounce-back and has revealed plans for a collaboration with kidswear and nursery retailer Mamas & Papas. It’s part of the firm’s celebration of the label’s 70th anniversary next year with Laura and Bernard Ashley having first launched it as a clothing brand in 1953.

The new Mamas & Papas link-up will cover a wide product range from babywear to bedding, toys, and pushchairs.

Retail Gazette reported that the Laura Ashley link will come via the brand’s archive Victorian-style prints.

As mentioned, the collection launches next year — in the spring — with a debut both in the UK and internationally. The items will be also be available via Next stores.

While Laura Ashley works on its comeback strategy, linking up with a maternity and children's brand will be important as it puts the label in front of new, younger customers who are unlikely to have had much exposure to it in the past. And finding a new demographic is part of what will be key to its future prospects. As well as that, the link-up shows the versatility of the label and how it can be applied to various product types.

This comes after Laura Ashley partnered with IMG this spring to spearhead a global expansion drive with a particular focus on key markets in Asia, Europe, ANZ and the Middle East.