The British brand Laura Ashley, renowned for its vintage floral designs and home furnishings, has found a new home under the ownership of New York-based Marquee Brands. This acquisition marks a significant step for both entities, as Marquee Brands seeks to enhance its portfolio with the iconic lifestyle brand known for its rich history and distinctive aesthetic.

Marquee Brands, which already owns a diverse range of businesses including Ben Sherman and Martha Stewart, acquired Laura Ashley from Gordon Brothers, who took over the brand after its administration in 2020. The acquisition, announced on January 3, 2025, is expected to set the stage for Laura Ashley’s expansion into new product categories while preserving its legacy.

Gordon Brothers made a strategic move in 2020 when they purchased Laura Ashley at a time when the brand was struggling amid the Covid-19 pandemic. Once a major player in the retail landscape, Laura Ashley had been facing a steady decline in sales and profitability for years prior to the pandemic, which saw its shares plummet by more than 64 percent. This backdrop makes Marquee Brands’ intentions to reinvigorate the brand not just ambitious but also necessary for its survival.

With no physical stores of its own at present, Laura Ashley plans to leverage existing partnerships with well-known retailers such as Next, DFS, and John Lewis in the UK, as well as a global network of approximately 150 licensed storefronts. This collaboration strategy appears to align well with Marquee Brands’ vision. Heath Golden, the CEO of Marquee Brands, expressed confidence that the robust licensed business model of Laura Ashley, combined with its established partnerships, would create a seamless integration into Marquee’s current offerings.

One of the most notable aspects of this transaction is the commitment to maintain the UK-based team, led by Poppy Marshall-Lawton. By retaining the existing workforce, Marquee Brands shows a commitment to preserving the brand’s core identity while also opening its first European headquarters in London, suggesting an intention to root the brand firmly in its British heritage.

Laura Ashley’s journey began in 1953, founded by Laura and Bernard Ashley at their kitchen table. Initially offering affordable items like headscarves and napkins, the brand soared to fame in the 1970s with its floral dresses that reflected the popular hippy culture of the time. At its peak, just before Laura Ashley passed away in 1985, the brand boasted over 220 stores worldwide and had become synonymous with a particular lifestyle, notably favored by the Sloane Ranger set, including iconic figures like Princess Diana.

The financial trials the brand faced in the mid-2010s, culminating in its collapse during the pandemic, highlight the volatility and challenges facing legacy brands in today’s fast-paced retail environment. To recover and innovate, Laura Ashley must adapt while remaining true to its original ethos.

Looking ahead, Marquee Brands’ strategy involves positioning Laura Ashley as a comprehensive lifestyle brand. Golden’s assertion that they are “primed and ready to leverage Laura Ashley’s seven-decade legacy to unlock its future potential” speaks volumes about their long-term vision. Developing new products and entering different categories will be key; the variety could include everything from fashion to home goods that resonate with contemporary consumers while still evoking nostalgic elements of the brand’s storied past.

The UK’s retail landscape is becoming increasingly competitive, with consumer preferences shifting towards unique, high-quality products that often have an underlying story or heritage. Brands that can evoke emotional connections with consumers will have a better chance of thriving. Laura Ashley’s heritage and iconic designs position it well for a revitalization, provided that Marquee Brands can successfully navigate the complexities of modern retail.

This acquisition serves as a reminder that while brand legacy matters, innovation and adaptation are essential for survival in the contemporary marketplace. Laura Ashley’s return to relevancy under new ownership could pave the way for a brighter future, not just for the brand, but also for its loyal customer base.