Laura Ashley has appointed IMG to license the brand in mainland China, Hong Kong and Taiwan.

The deal will see IMG look for licensing deals in the consumer home, fashion, beauty and lifestyle products spaces. Home décor and furnishings will be the initial core focus for the brand. Eventually, IMG aims to branch out into future regional extensions in the women’s apparel, fashion accessories and personal care categories.

“We are delighted to have appointed IMG on an exclusive basis to help us develop our brand presence in China, Hong Kong and Taiwan,” says Sean Anglim, chief operating officer, Laura Ashley. “We look forward to working closely with IMG to build a strong and sustainable business in these territories over the years to come.”

Laura Ashley previous linked with Urban Outfitters and Walgreens.