Laura Ashley rolls out new stores in Japan

1 min readUpdated May 30, 2025Jan 21, 202111:02 PM

In this article (5)

British lifestyle brand Laura Ashley has revealed an expansion plan in Japan with seven new outlets scheduled to open during the first three months of this year.

New Laura Ashley Japan stores will include those in Tokyu Department Store Sapporo, Tobu Department Store Ikebukuro, Odakyu Department Store Machida and Keikyu Department Store.

“We will deliver products that beautifully and richly colour your “home” and “living”, including original textiles that are naturally inspired,” the company said in a statement, translated from Japanese. “We will introduce more various items such as women’s wear and home miscellaneous goods.”

The British retailer entered Japan after trading house Itochu acquired the master license rights. The brand was then sold to The World Group under a sublicense agreement. Besides Laura Ashley, The World Group is also managing other house goods and interiors brands, such as 212 Kitchen Store, One’s Terrance, and Timeless Comfort.

Laura Ashley was one of the world’s first high-profile retailers to collapse due to the Covid-19 pandemic last year.

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What this means

Laura Ashley’s aggressive re-entry into Japan, with seven new department store concessions within three months, represents a confident bet on the market’s appetite for aspirational home and lifestyle goods. This move, managed by The World Group, pressures local rivals and luxury entrants like Tiffany & Co. And Hilton, which are also expanding in Japan and Southeast Asia. Unlike Panpuri’s broader Asian expansion, Laura Ashley's targeted approach could succeed by using established retail footprints. However, the risk lies in whether the brand, having faced collapse elsewhere, can differentiate sufficiently in a discerning market already seeing significant investment, like Blue Tokai's planned entry. The true test will be the sales performance of its diverse new product lines this quarter.

Minjun Park · Retail News Asia newsroom

Questions & Answers

How many new Laura Ashley stores are planned for Japan this year?

Seven new Laura Ashley outlets are scheduled to open in Japan during the first three months of this year. These will be located in various department stores across the country, expanding the brand's presence there.

What type of products will the new Laura Ashley stores in Japan offer?

The new stores will offer original textiles, women’s wear, and home miscellaneous goods. The company aims to provide products that enhance customers' homes and living spaces with a beautiful and rich aesthetic.

Who currently manages the Laura Ashley brand in Japan?

The World Group currently manages the Laura Ashley brand in Japan under a sublicense agreement. They also manage other house goods and interiors brands, having acquired the rights from Itochu, the original master license holder.

What was Laura Ashley's recent financial situation in the UK?

Laura Ashley was one of the first high-profile retailers to collapse due to the Covid-19 pandemic last year. This event occurred before its current expansion plans in the Japanese market.

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