Laura Ashley's flagship offers 'wit and drama'

Legendary British brand Laura Ashley has unveiled the future shape of its fashion offer in a radical redesign of its Oxford Street flagship.

The sofas and skirts retailer has been out of fashion in recent years, but new commercial director Jan Ekins promises to put the 'wit and drama' back into stores. The new-look shop has delivered 'encouraging' results to date.

The countrified shopfit of yore has been banished in favour of brightly coloured backdrops, curving rails and better displays.

Product director Alistair Blair will not deliver his first collection until the spring, but his presence is evident pre-Christmas with an enlarged accessories offer.

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