Gordon Brothers transfers Laura Ashley brand to Marquee Brands in milestone deal

Gordon Brothers, a Boston-based global advisory, restructuring, and investment firm, has officially sold the Laura Ashley brand, along with its archives and intellectual property, to Marquee Brands, a leading global brand accelerator. This pivotal transaction signifies the culmination of a four-year strategic effort by Gordon Brothers to transform the iconic British heritage brand into a modern, globally recognized name.

How Gordon Brothers Revitalized Laura Ashley After Insolvency

In 2020, Laura Ashley faced significant financial challenges, ultimately entering insolvency. Gordon Brothers stepped in, acquiring the brand’s archives and intellectual property to preserve its legacy. The firm embarked on a mission to reposition Laura Ashley as a contemporary global lifestyle brand while maintaining its heritage appeal.

The revitalization began with a strategic partnership with NEXT plc, a prominent U.K.-based retailer. This collaboration introduced Laura Ashley’s spring homeware collection both online and in select NEXT stores, rekindling interest in the brand’s classic aesthetic. The move not only rejuvenated Laura Ashley’s presence in its home market but also set the foundation for a wider expansion.

Strategic Collaborations and Global Market Entry

A key component of Laura Ashley’s resurgence was its ability to appeal to diverse markets through innovative collaborations. Partnerships with leading fashion brands, including Lucky Brand, Rag & Bone, and Tie Bar, showcased Laura Ashley’s ability to adapt its timeless designs for contemporary audiences. These ventures allowed the brand to re-enter markets such as the United States, where it had a loyal following.

The brand’s expansion was not limited to the West. In 2022, Laura Ashley entered new markets, including Europe, Australia, New Zealand, and the Middle East. A landmark achievement was its debut in China through a collaboration with Peacebird, a leading fashion house. This move underscored the brand’s commitment to reaching younger, fashion-forward consumers in Asia.

Blending Tradition with Modernity

One of the most notable moments of Laura Ashley’s revival was its co-sponsorship of the Chelsea Flower Show in 2023. The brand used this prestigious event to highlight its lifestyle offerings across home and fashion, incorporating its signature floral prints in innovative ways. Such initiatives not only reaffirmed Laura Ashley’s heritage appeal but also demonstrated its adaptability to modern design sensibilities.

The brand celebrated its 70th anniversary in 2024 with the relaunch of its fashion line, beginning with a highly anticipated debut in the U.K. This milestone further cemented Laura Ashley’s relevance in the competitive global fashion and lifestyle market.

Transitioning to a Scalable Licensing Model

At the heart of Laura Ashley’s revival was Gordon Brothers’ implementation of an asset-light business model. By prioritizing licensing, strategic sourcing, and a robust e-commerce platform, the firm rebuilt Laura Ashley into a flexible and scalable global brand.

Carolyn D’Angelo, Senior Managing Director of Brand Operations at Gordon Brothers and former President of Laura Ashley, emphasized the importance of this approach. She highlighted how the new model allowed the brand to thrive in a dynamic marketplace while staying true to its roots. Under Gordon Brothers’ leadership, Laura Ashley grew to over $750 million in global retail sales, with a presence in more than 80 countries across six continents.

The Road Ahead with Marquee Brands

Marquee Brands, known for acquiring and scaling legacy names, is well-positioned to build on Laura Ashley’s momentum. With a proven track record of nurturing heritage brands, Marquee Brands is expected to continue expanding Laura Ashley’s global footprint, leveraging its strong foundation and established market presence.

Gordon Brothers, meanwhile, reaffirmed its commitment to investing in and revitalizing iconic brands. The firm has a long history of success with names like Polaroid, Nicole Miller, and Sharper Image. As Frank Morton, Chief Investment Officer of Gordon Brothers, noted, the sale of Laura Ashley underscores the firm’s ability to unlock value and transform brands for sustained growth.