Laura Ashley unveils bag line with Baggu

By

Nigel TAYLOR

Published
Mar 3, 2023

The Laura Ashley revival continues. As part of its 70th anniversary celebrations this year, the heritage UK home and lifestyle brand has collaborated with US reusable bag company Baggu to launch a limited-edition accessories collection.

The 13-piece collection, including a mini tote, small canvas bags, standard pouch, crescent bag and sun hats, are printed with classic Laura Ashley designs from across the past seven decades.

The company has planned a variety of collabs for its anniversary year. One is with UK label Mamas & Papas, but there are a number of international link-ups happening as well.

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Carolyn D’Angelo, president of Laura Ashley Global, noted the Baggu accessories collab should extend Laura Ashley’s global reach and introduce new customers to the brand” as it continues to expand distribution across Europe, North America and Asia.

The range will be available globally, particularly in the US, Canada, Japan and Thailand, with distribution in the UK centring on retailer Found. Prices ranging £10 for a small canvas bag to £47 for the mini tote.

Laura Ashley, which collapsed into administration in 2020 and is now owned by Gordon Brothers, had enjoyed a “bumper” 2021 when its UK retail value increased 27%. That rise was down to continued expansion into new retail outlets such as John Lewis and M&S and with upholstery available at sofas specialist DFS.