Nursery brand, Mamas & Papas is partnering with home and lifestyle brand, Laura Ashley on a new range of apparel and other products.
The collection – which is due to launch in spring 2023, Laura Ashley’s 70th anniversary year – will combine the brand’s signature archive prints with Mamas & Papas’ nursery expertise.
Products will include baby apparel, nursery bedding and toys, plus two Mamas & Papas signature pushchairs, reported The Industry.Fashion.
“Our new collaboration is a perfect match, both Mamas and Papas and Laura Ashley were born from the belief of creating new & beautiful products that could not be found elsewhere,” commented Sonia Kelly, product director at Mamas & Papas. “We have a joint synergy, family being at the very heart of our ethos and both believe in the art of storytelling always ensuring beautiful detailing and design in everything we create.
“Looking back into the Laura Ashley archive we have selected iconic prints from the collection to sit across both hard and soft goods and brought them alive to create contemporary heirlooms for a new generation.”
Poppy Marshall-Lawton, vp of Laura Ashley, continued: “We are so happy to be working with Mamas & Papas to launch the Laura Ashley nursery and children’s products that will be distributed internationally. With family and home at the heart of our business, this new partnership will bring the Laura Ashley brand to new consumers at a very special time in their lives.
“As we work towards our 70th anniversary, Laura Ashley continues to grow our network of carefully selected global partnerships.”