There’s no place like home with Laura Ashley
Following the acquisition of Laura Ashley in 2020, BWP was appointed to drive the brand’s triumphant relaunch and raise awareness of its exclusive new partnership with Next.
As a much-loved British heritage brand with huge global awareness, the process needed to be carefully managed, especially as the business model transitioned to its new, licensing format.
In early 2021, BWP managed the announcement of Laura Ashley’s return with its exciting new A/W homeware collection in Next, delivering a carefully curated mix of proactive media outreach, news communications and press events. With the pandemic in the mix, press events were virtual with interactive elements that allowed press to live and breathe the brand; flower arranging and vase-painting activities meant press could bring the brand’s famous floral prints to life for themselves. A subsequent 360 virtual tour of the new flagship ‘store-in-store’ at Next in Westfield White City gave press a sneak peek of the brand’s stunning new roomsets and product range in its new retail format.
Throughout the rest of 2021, a proactive press office drove ongoing media relations and outreach, as well as press dinners and in-store workshops, to deliver over 400 press cuttings including coverage in Daily Telegraph, Daily Mail, The Times, The Independent, Good Housekeeping, Ideal Home, House Beautiful, Living etc, Period Living, Grazia and many more.