Laura Ashley Inc. taps Synergy Licensing as agent to expand into new categories

Home Textiles Today Staff -- Home Textiles Today, 1/25/2012 11:36:20 AM

Fort Mill, S.C. - English lifestyle brand L aura Ashley Inc. has partnered with Synergy Licensing LLC as its newest licensing agency.

A New York-based firm specializing in licensing, Synergy will be leveraging on the brand's existing success into related product categories.

Laura Ashley already boasts over 30 active licensees, but is looking to expand with Synergy's help into other areas. The initial focus will include the juvenile, toys, collectibles, publishing and consumable categories.

All licensed products will reinforce brand equity and reflect the integrity of the Laura Ashley name and reputation for designer quality merchandise, the brand noted, adding "The 56-year heritage of the Laura Ashley lifestyle brand combined with Synergy's expertise in brand management, make for a natural fit."

"Our loyal Laura Ashley consumers look to us to provide a breadth of merchandise consistent with the distinctive look and quality that has made our brand so steadfast and successful" said Penne Cairoli, president, Laura Ashley. "Synergy Licensing understands our heritage and has the experience to bring us qualified licensees in categories that will enhance and grow the licensing program".

Added Synergy principal Randi Goodman: "We will continue to leverage Laura Ashley's global presence and tap into its strong English roots by identifying appropriate partners that will take the program to the next level."

The Laura Ashley brand said it has an 88% awareness level and is available at 450 stores worldwide, with presence throughout the UK, Europe, Asia, Australasia, Middle East, Russia and South America. Laura Ashley product can be found in over 25,000 retail doors in the United States and Canada.