The launch represents a broader strategic move by Laura Ashley, owned by Marquee Brands, to expand its lifestyle offering beyond apparel and home into experiential categories. Laura Ashley
Developed in collaboration with French fragrance house Robertet and perfumers Clément Marx and Romain Almairac, the collection blends natural raw materials with high-quality ingredients. Production takes place in Wales, reinforcing the brand’s British roots while leveraging global fragrance expertise. Each scent is positioned as a sensory extension of Laura Ashley’s visual identity, aiming to capture themes of romance, femininity and timeless design.
The launch represents a broader strategic move by Laura Ashley, owned by Marquee Brands, to expand its lifestyle offering beyond apparel and home into experiential categories. According to Rachel Terrace, chief commercial and growth officer at Marquee Brands, the range is intended to translate the brand’s heritage into a more immersive, emotional format, positioning fragrance as a new touchpoint for consumer engagement.
From Nirvana Brands’ perspective, the collaboration leverages Laura Ashley’s strong brand recognition and distinctive aesthetic. Chief operations officer Cecile Budge said the fragrances were designed to transport consumers, aligning scent creation with the storytelling embedded in the brand’s prints and British identity.
The collection is priced at £89 for 100 ml and is currently available via Next and Laura Ashley Beauty’s e-commerce platforms, with wider international retail distribution planned through 2026. The rollout underscores continued momentum in heritage fashion brands extending into fragrance as a means of driving growth and deepening brand connection across categories.
