Laura Ashley to open boutique hotel

The fashion and interior home brand Laura Ashley plans to open a hotel in Hertfordshire later this year.

Laura Ashley to open boutique hotel

A Laura Ashley bedroom. Source: Laura Ashley

It almost seems fashionable these days for retailers to open their own hotels.

We’ve seen fashion houses from Missoni to Moschino dabbling in the hospitality industry.

And now home furnishings brand Laura Ashley is looking to offer guests a home away from home – literally – with plans to open a Laura Ashley themed boutique hotel this year.

The global retailer said it wants to turn a 49-room hotel in Hertfordshire into a ‘brand showcase’ for its fabrics and home interior products–with rooms featuring beds, sofa, wallpaper and curtains in matching fabrics.

The company is giving little away about the new venture– and declined to comment further when contacted by Terminal U, but the Guardian newspaper reports that the firm paid some £5.8 million for the hotel, which is currently trading under another, undisclosed name.

It’s interesting to speculate how the ‘Laura Ashley’ hotel might look. Will the rooms promote their seasonal high street retail products- including the trademark Laura Ashley floral patterns?

Or will the hotel be a canvas for an entirely new range of products and offer a more unique experience for the seasoned Laura Ashley shopper?

The company is not revealing anything for now. We just hope our favourite sausage dog makes an appearance.

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