By Allison Watkinson
TLL Reporter
Laura Ashley has partnered with VQ to expand its U.S. product portfolio with a new line of licensed small kitchen appliances.
VQ is a British manufacturing company that specializes in home electronics and appliances. The company offers a wide range of products across household appliances, kitchen technology, digital radios, bluetooth speakers and more.
The Laura Ashley x VQ collection includes a multi-functional toaster, a stovetop kettle, and a cordless electric kettle. The licensed products are currently offered in three heritage floral prints from the Laura Ashley brand’s design archive. These licensed prints include Elveden Navy, China Rose and Elveden White.
“We are thrilled to expand our reach with Laura Ashley, a brand known for its timeless elegance and commitment to quality,” said VQ director Jonathan Merricks. “The Elveden and China Rose prints hold a special place in the hearts of many, and we are excited to incorporate its charm into our range of kitchen appliances for America. This represents our dedication to celebrating the 70-year journey of Laura Ashley by offering our customers something truly remarkable and extraordinary.”
The launch of this small kitchen appliance collection in the U.S. follows the success of similar Laura Ashley x VQ product launches across Europe, Australia, and New Zealand.
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“Kitchens today are more beautiful and thoughtfully curated than ever before,” said Laura Ashley Global president, Carolyn D’Angelo. “The new range of floral-print tea kettles and toasters makes an everyday essential into something charming, customers will be proud to have their appliances on display. The partnership between VQ and Laura Ashley US celebrates a shared commitment to quality craftsmanship, timeless design, and a passion for creating inspiring products that enrich everyday life.”
The Laura Ashley kitchen collection is currently available for online purchase through Wayfair, QVC, Bed Bath & Beyond, HSN, and Home Depot.
Established in London in 1953, Laura Ashley is a British lifestyle brand that focuses on floral printed fashion and home furnishings.
The Laura Ashley heritage brand currently offers a complete range of products across home goods, decor, sleepwear, fashion accessories, apparel, and hospitality experiences.
The licensing, manufacturing and distribution rights to the Laura Ashley brand was acquired by the Gordon Brothers investment firm in 2020.
This acquisition included the full Laura Ashley design archive and all of its related intellectual property.