Laura Ashley appoints BWP as retained PR agency

Award-winning, global marketing and PR agency, BWP has been appointed by the iconic home and fashion label, Laura Ashley to provide PR across B2C and B2B media in the UK. This partnership will see BWP deliver a proactive press office function focused on positioning the new Laura Ashley in the media and supporting the launch of further brand partnerships and licensees in 2021.

BWP will provide Laura Ashley with a fully retained proactive and reactive press office, delivering the PR and comms strategy, creative launch and activations for collections, plus all brand, licensee partner and collaboration news announcements.

It’s a period of transformation and growth for Laura Ashley – one of Britain’s most treasured and adored brands. With over 65 years of design excellence the Laura Ashley brand is synonymous with iconic prints and quality homeware, inspired by its British heritage. Laura Ashley is set for an uplifting evolution, relaunching under its new owners, Gordon Brothers and with a new retail partner for home, NEXT in Spring 2021 plus much more to be announced!

Poppy Marshall-Lawton, Head of Brand and Partnerships at Laura Ashley said: “BWP’s knowledge and expertise in the retail landscape along with their passion for the brand played an integral role in their appointment. Having worked with the team on our recent NEXT partnership announcement we are excited to now partner with them on a permanent, retained basis. We look forward to shaping the Laura Ashley brand in 2021 and beyond with BWP as our dedicated PR team.”

Head of PR at BWP, Nicola Goodman said: “We are delighted to continue our partnership with Laura Ashley after the success of the NEXT partnership announcement. It is great to work with a brand that is so aligned with BWP’s specialism and has a strong vision for its future. BWP is a strategically-led brand marketing and PR agency with over 25 years’ experience in retail, retail brands and licensee management, so we’re really looking forward to helping shape the story for the new chapter of this iconic brand.” 

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