Laura Ashley buys new hotel : Hertfordshire Hotel to showcase the best of the brand

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It’s a novel idea and a pioneering one, and a perfect way to showcase a product: Laura Ashley have just bought a hotel for £5.8 million pounds in leafy Hertfordshire, which they will decorate in their popular designs.

The undisclosed hotel will give opportunity for Laura Ashley to showcase a range of homewear from their current range of products across a wide range of rooms. Bedrooms, bathrooms and hallways will be decorated in their furniture, from patterned curtains and fabric sofas; to lights, lamps and cushions.

Laura Ashley, established experts in home decor, famous for their bold and printed fabrics that can be mixed and matched on items such as wall paper and bed linen, are used in homes across the country and the world, setting their quintessential stylish stamp from bedrooms to living rooms. The Laura Ashley hotel will be turned into a vehicle to showcase the Laura Ashley products. The brand specialise in thematic design stories which should produce a spectacular exhibition of colour and mood in each room of hotel, resulting in a stunning landscape of texture, print and theme. Their recent Twilight Tones combined deep blues with soft geometrics, whilst Of the Wall offered 50s-inspired prints with chrome greens and vermillion. The hotel will be a show room of design and style, offering fans of Laura Ashley ideas and inspiration for the home, combining traditional print and contemporary designs that continue to make Laura Ashley a popular homewear choice.

The company has seen like-for-like sales grow 3.3 per cent, driven predominantly by the sales of their larger furniture items. Their sofas in particular have remained firm favourites and maintained their appeal over time, in part to their usefulness in wearing bold prints so well.

Laura Ashley now has 245 franchises worldwide and 211 UK stores have seen a 10.9 rise in like-for-like sales in 2012’s first eight weeks.
The boutique hotel will be refurbished later this year.

About Laura Ashley
Laura Ashley is a quintessentially British lifestyle brand founded on a rich design heritage and on the traditional values of quality and originality. We use prints and designs that evoke the English countryside, for the way you live today.

As an innovative global brand, Laura Ashley extends to encompass the broader lifestyle concept, from fashion to home decorating, furniture and accessories.

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Paul Wells