British brand Laura Ashley has just signed a licensing agreement with American manufacturer Secret Lace for the production and distribution of its first ever lingerie collection ‘Laura Ashley Intimates’.

Laura Ashley London boutique

Expected to offer a complete lingerie wardrobe, the first collection should include sets of bras and knickers, “cocoon” pieces like dressing gowns, as well as baby-dolls, overalls and nightgowns. This will be an important addition to the English brand’s 39 other licenses in homewear, bath linens, rugs, eyewear, etc.

With the sneak preview scheduled for May in the United States, the collection will be in stores from September onwards in the American, Canadian and Mexican markets and in all of Laura Ashley’s 400 boutiques in the world. According to the brand, ‘Laura Ashley Intimates’ will be distributed via upscale retailers and department stores.