Town and Country Upscales Laura Ashley Home
August 8, 2006,
At the New York Market — Four years into its licensing partnership with Laura Ashley, Town and Country Living is taking the program a notch up with the introduction this market of a new collection under a different, more upscale label — Laura Ashley Home.
But this new Laura Ashley Home branded collection hits a higher price bracket in its use of more sophisticated designs, heavier fabrications, and added details and embellishments — and, importantly, its availability to a broader distribution channel, namely home textiles specialty chains and warehouse clubs.
“This new look [vs. Laura Ashley Lifestyles] is more updated, and much more in line with what is going on with Laura Ashley in London,” explained Dipali Patwa, vp, design and product development, Town and Country. “It is a distinctly different look, a more upscale-casual look.”
The price points range from $29.99 to $59.99 for tablecloths, $29.99 to $49.99 for decorative pillows, and $8.99 to $12.99 for oven mitts.
The program bows in two designs.
Sophia is a cotton chintz floral in blue shades on a tinted white ground. It coordinates with a matelasse called Anna, a crochet place mat called Circles, and a quilted mat called Cynthia Scallop.
The second group, Emilie, is a yellow and blue floral pattern on a chambray blue twill base fabric. It coordinates with a damask called Trellis Damask, a reversible printed quilt dubbed Vintage Rose, and a group of eye-lit place mats called Penelope.
The components for each designs include: tablecloths, place mats, runners, napkins, chair pads, oven mitts, pot holders, terry kitchen towels and embroidered flat-woven kitchen towels, and decorative pillows in various sizes and shapes.