EXCLUSIVE: Laura Ashley looks to take hotel brand global

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British lifestyle brand Laura Ashley is looking to take its new boutique hotel arm global.

Laura Ashley opened its first boutique hotel in Hertfordshire, The Manor Elstree, at the end of July 2013, marking the design house’s 60th anniversary.

“The Manor is a brand new initiative for Laura Ashley, so our focus at the moment is to get the Laura Ashley Hotel brand right and concentrate on its success before deciding to have further hotels,” a Laura Ashley spokesperson told Boutique Hotelier.

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“We will, however, be on the lookout for international licensing opportunities for the brand as we believe in the strength of our product and lifestyle offering,” the spokesperson added.

Acquired in 2011, The Manor is a Tudor revival property, standing on the site of an old house dating back to 1540. It is surrounded by 10 acres of natural woodland with landscaped gardens featuring classic English blooms.

BAR on Lauraashleyhotels.com in August were set at £150 per night, including taxes, for the same month.

“With 49 beautiful rooms all individually designed by the Laura Ashley design service team, we wanted to use this hotel as a showcase of our product range to show the ability of our interior design service and what can be done with our home

furnishings product. In addition, we wanted to create a luxury boutique hotel brand which embodies the ethos of the Laura Ashley brand lifestyle,” said the spokesperson.

All Laura Ashley products featured throughout the hotel are available to buy instore and online, with a number of items only available through the Laura Ashley design service.

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