Laura Ashley Partners with Basford Brands for Soft Furnishings in Australia and New Zealand

Home and lifestyle brand, Laura Ashley, has announced a new partnership with homeware company, Basford Brands, to launch a soft furnishings range in Australia and New Zealand in a deal facilitated by Laura Ashley’s licensing representative, IMG.

The partnership will launch products, including exclusive and signature prints on cushions, throws, curtains and made-to-measure fabric designs in the coming months in homeware and soft-furnishing retailers across Australia and New Zealand.

“As we celebrate 70 years of Laura Ashley, we are continuing to grow our network of carefully selected and like-minded global partnerships to celebrate our iconic prints from the past seven decades,” says Carolyn D’Angelo, senior managing director, Gordon Brothers Brands and president, Laura Ashley Global. “As industry leaders, this new partnership with Basford Brands is a perfect fit to reintroduce the Laura Ashley brand back to Australia with a brand-new collection developed especially for this market.”

“Our two teams have done an outstanding job of developing a new range of in-demand soft-furnishing products that merge modern design with the undeniable British charm of the historic Laura Ashley brand,” says Pip Collins, Australia/New Zealand sales manager, packaged division, Basford Brands.

Related:Laura Ashley Selects IMG

“We are delighted to further expand Laura Ashley’s presence in Australia and New Zealand, two valued markets for the brand,” says Tim Smith, senior vice president, licensing,IMG. “This is an important addition in Laura Ashley’s expanding global portfolio of products and partners, as the brand’s ever-green designs continue to resonate with customers around the world.”

IMG was recently listed top of License Global’s Top Brand Licensing Agents 2023.