Laura Ashley
The iconic Laura Ashley brand joined the AZPR family in February 2025, when they were looking for a new PR agency to handle their PR and communications across interiors, home, fashion and lifestyle. Handling the PR for the brand as a whole, alongside the brand’s UK and US based teams, AZPR has created a bespoke strategy that includes building brand awareness, profiling senior leadership in consumer and trade press, as well as generating product placement coverage and supporting new category launches.
The AZPR team also helped with concept development for the Laura Ashley: 100 Years of An Icon campaign, celebrating what would have been founder Laura’s 100th birthday in September 2025. This included campaign ideation, the communication strategy, an editor’s dinner and a drop-in press day, in addition to contributing to the consumer-facing campaign. In May 2025, AZPR assisted with a press and influencer trip to the brand’s company archive in Cheshire, an exciting visit to the heart of a working salt mine to see one of the UK’s most important private collections of textiles, print designs, fashion and retail history. In addition to this, AZPR has assisted in raising the profile of the brand’s leadership team and UK expansion, working on the launch of the new Laura Ashley flagship store in Thurrock and securing profile opportunities in titles including WWD, Drapers, Furniture News and Retail Week.
key highlights
Key brand and senior leadership profiling in key titles including WWD, Drapers, Country Homes & Interiors and other titles across consumer and trade press.
Over 35 pieces of coverage were placed for Laura Ashley’s Thurrock store opening in 4 weeks.
“AZPR came on board with a clear objective: to secure placements in high-quality, influential titles that inspire the Laura Ashley customer. Their team has delivered exceptional results in less than a year, including securing major features in key interiors titles, alongside national and trade press. Their strategic approach to our biggest moments, such as the Archive Press Trip and the '100 Years of An Icon' campaign, has created memorable brand experiences for the press. Their efforts have resulted in standout success, like the full-page coverage in The Times marking Laura's 100th birthday and an incredible 35 pieces of coverage following our new store opening. The team is a delight to work with, always delivering work with professionalism, energy and a smile. AZPR acts as a true extension of our marketing team, helping us bring the rich heritage and future of Laura Ashley to life.”
