Laura Ashley is synonymous with florals. No brand summons up images of feminine frocks and borderline-chintzy home decor quite like it.
But, those flowers have been left to wilt – the quintessentially
British brand looks on the brink of dying out.
Shares in the Laura Ashley have slumped 41% after the retailer said it was in crisis talks with its lender, according to the BBC – and trading fell by nearly 11% in the second half of 2019.
And yet, it’s hard to believe this will be the end of Laura Ashley, a company that’s reinvented itself more times than Madonna. Well, nearly.Once the godmother of high street clothing in the late seventies and eighties, the brand shifted its focus to homeware when popularity for its trademark togs showed signs of waning this century. The uncontested stars of this noughties revival were wallpapers, scatter cushions, rugs and lamps.
With plenty of florals incorporated, of course.
As Laura Ashley looks in trouble once again, could a return to its roots – rather than another rebrand – be the solution? There’s a market of hungry hipsters snapping up the brand’s vintage designs on eBay, with velvet skater skirts and full, floral frocks selling for as much as £50, even £80.
The clothes in Laura Ashley of late have been safe, indecisive, even. I ventured into a store this
Christmas, only to u-turn at the wall of dowdy, uninspiring block colour cardigans. But as journalist Daisy Buchanan put it: “Laura Ashley could make kajillions by reissuing their archive pieces.” Related... The Best Online Vintage Shops To Browse For One-Of-A-Kind Pieces Look through the photo reel of Laura Ashley’s
fashion highlights and you’ll find a white and black dropped-hem dress from 1975 that isn’t realms away from the Zara Dress that sent women into a frenzy last summer and – in a reverse of the usual haut-couture to high street journey – inspired the catwalks this season.
The Laura Ashley of old was trendsetting, unapologetically feminine and above all: flattering. In a world where your mom jeans could come from Topshop, Tom Ford or Tesco, a distinctive brand which knows its clientele is exactly what the high street needs. View this post on InstagramA post shared by Laura Ashley (@lauraashleyuk) on Feb 16, 2020 at 12:30pm PSTOur homes are also thirsty for some style variety. Visit most homeware sections in 2020 and you’ll be met with a sea of grey as customers flock to create identical little indoor caves. Many consumers clearly adore the Mrs Hinch look, and that’s fine, but I like a home that’s full of character, not primed for cleaning.
One of my favourite purchases of the past five years has been my Laura Ashley curtains, which feature a soft, pussy willow floral print and perfectly frame the tree outside my window. They may not scream for their place on
Instagram but boy, do they feel homely.
So please, Laura Ashley, if you’re going to leave us, at least do it on one last, floral high. Bring back the bold prints of yesteryear – and you might survive another decade yet. READ MORE: Claire’s Accessories Might Be Closing And My Tweenage Heart Is Broken How Does MAC's Cult Lipstick, Velvet Teddy, Compare To The Body Shop's Sienna Rose? 7 Easy Ways To Redecorate Your Home On A Budget