Laura Ashley: Driving a brand partnership with Joanie

Laura Ashley wanted to reinforce its authority as a key fashion licensee, so a partnership with a complementary brand like Joanie was the ticket.

Ensuring equal share of voice and 70th anniversary messaging was essential.

Our response

We pitched the news with hero imagery alongside a ‘first look’ at samples to key media.

To gain cut through, we dialed up the brand heritage, alongside messaging around the archive. From old catalogues to classic prints and silhouettes, we placed Laura Ashley’s signature aesthetic at the heart.

We managed media strategy to ensure the capsule hit multiple verticals, while balancing Laura Ashley’s interests to maintain the same exposure in the press coverage.


The team secured coverage across key trade titles including Fashion Network, Retail Times, Total Licensing and Licensing International.

This was important KPI to hit as trade coverage supports relationships with licensing partners, while maintaining Laura Ashley’s reputation as a brand paving the way for a licensing model.

Wider consumer coverage featured in  the likes of Daily Mail and Red.