The legendary British lifestyle brand 'Laura Ashley' makes its return to Thailand, unveiling a super premium bedding collection that truly reflects the essence of England, reinforcing the renowned charm of 'English Country Heritage.' This collection combines classic design with contemporary textile innovation, focusing on quality, beauty, and an elevated relaxation experience under the concept 'Timeless British Elegance Comes to Thailand,' which will be showcased through exclusive Pop-up Store events in three leading shopping centers in Thailand.

This relaunch carries forward the story and pride of the Laura Ashley brand, which has a rich history spanning over 70 years. It began simply yet inspiringly in 1953 when Laura Ashley and her husband Bernard Ashley started experimenting with hand-printed fabric at their kitchen table in a small flat in Pimlico, London, inspired by a visit to a Women’s Institute exhibition at the V&A Museum that ignited their passion for the beauty of traditional English patterns.

From their small home business, Laura and Bernard gradually expanded their operations, becoming pioneers in design that captures the beauty of nature, vintage floral patterns, and the charm of the English countryside, intricately blending printing and sewing artistry. With a commitment to quality and originality, Laura Ashley has created a unique identity, becoming one of the most beloved lifestyle brands worldwide.

Over the past 70 years, Laura Ashley has not only been a brand name but has also become a symbol of taste, style, and timeless beauty, offering a range of products from home decor, furniture, bedding, women's fashion, children's clothing, to lifestyle services and experiences that truly reflect English identity.

The 'Timeless British Elegance' bedding collection launched in Thailand represents an elevation of the brand's foundation to contemporary standards, utilizing 100% organic bamboo fibers that provide cool comfort, excellent breathability, and environmental friendliness. Enhanced with a tight weave of 800 thread count and employing Reactive Printing technology for vibrant, long-lasting colors, each piece is sewn with double seams for maximum durability.

The collection's patterns are inspired by English flower gardens, expressed through warm tones such as Soft Lavender, Dusty Rose, and Meadow Green, reflecting the calm and romantic essence of English Country Living. Each product is not just a household item but an 'art piece' that showcases the homeowner's taste.

The Laura Ashley Pop-up Store is designed under the theme 'British Home Garden,' featuring a fully decorated mock bedroom to allow consumers to experience the fabric, ambiance, and unique design firsthand. It will first open at Central Chidlom (June 21 – July 3, 2023) and Mega Bangna (June 19 – July 16, 2023), before expanding to online channels and main stores nationwide.

Laura Ashley is also preparing to launch an Official Online Store and collaborate with leading platforms such as Central Online and LazMall to ensure convenient access for consumers. Additionally, the campaign 'Timeless British Elegance Comes to Thailand' will offer special gifts, such as Organic Bamboo pillowcases and limited edition Pumpkin Pillows, for customers who shop during the store opening.

In the premium Home & Living market, Laura Ashley believes that Thai consumers prioritize quality, feelings, and the identity of their homes over price, indicating that the Thai market still has significant growth potential, especially among the Upper-Middle to High-End segments seeking understated luxury. A bedroom is not just a place for rest but a personal space that reflects one's identity, akin to an art gallery.

Laura Ashley aims to grow into the Top 3 premium bedding brands in Thailand within three years, expanding its retail presence to major cities, collaborating with Thai designers, and developing exclusive collections tailored for the Thai market to strengthen its position as a 'Premium Iconic Alternative' that seamlessly blends British design with the desires of a new generation of consumers. This relaunch is not merely about introducing new products but about presenting a 'British lifestyle' that reflects delicacy, tranquility, and timeless taste, transitioning from a kitchen table in 1953 to the bedrooms of modern-day Thais.