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Laura Ashley signs partnership with baby brand

Furnishing and fashion brand Laura Ashley has confirmed a new global partnership with Mamas & Papas.

The partnership will see the two British retailers create a collection combining Laura Ashley's archive prints with Mamas & Papas' expertise in the baby industry, as reported by Retail Gazette.


The collection is due to launch in spring next year - Laura Ashley's 70th Anniversary year. It will include baby clothes, nursery bedding, toys and two Mamas & Papas signature pushchairs.


The range will be available internationally through both brands' stores.


Laura Ashley said it has chosen some of its iconic prints to create contemporary heirlooms for customers.


The collection launches next year — in the spring — with a debut both in the UK and internationally. The items will be also be available via Next stores.


While Laura Ashley works on its comeback strategy, linking up with a maternity and children's brand will be important as it puts the label in front of new, younger customers who are unlikely to have had much exposure to it in the past. And finding a new demographic is part of what will be key to its future prospects. As well as that, the link-up shows the versatility of the label and how it can be applied to various product types.


This comes after Laura Ashley partnered with IMG this spring to spearhead a global expansion drive with a particular focus on key markets in Asia, Europe, ANZ and the Middle East.


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