Laura Ashley has relaunched its homewares department in partnership with Next, unveiling a shop-in-shop concept this week.

The heritage retailers’ new flagship is located inside the Next store in Westfield, White City, allowing customers to see the relaunched brand in person.

The shop-in-shop includes a showroom of different rooms of the house, including bedroom, kitchen and living room, and their associated products in Laura Ashley’s iconic prints.

Items for sale include indoor and outdoor furniture, lighting, mirrors and soft furnishings, as well as made-to-measure curtains and wallpaper.

The West London flagship will be complemented by 48 other showrooms inside Next stores across the country where customers can peruse the products and then order online.

Combining the relaunch with the reopening of non-essential retail, Laura Ashley said the store had been “immensely well-received”.

Laura Ashley announced the deal with Next last October, just months after it was rescued from administration by investment firm Gordon Brothers.

Gordon Brothers bought the intellectual property and archives of the iconic British brand but did not include its stores in the deal.

The partnership with Next forms part of Gordon Brothers’ restructuring plans in which key priorities are to expand Laura Ashley’s portfolio of licensees and franchisees, boost its ecommerce presence and develop its wholesale relationships.

Under the agreement, Laura Ashley’s homewares will be sold across Next’s 500 UK stores and via its website, which operates in more than 70 countries.

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