Mamas & Papas x Laura Ashley collection goes on sale

The previously flagged Mamas & Papas collection with heritage brand Laura Ashley has now been unveiled with a selection of travel solutions, interiors, and baby/kidswear. 

The 49-piece range is available across the brands’ international stores and online from this week. The clothing range is priced at £12-£35, toys at £10-£109, interiors product at £29-£89 and the travel range at £39-£949.

The companies said that “taking inspiration from Mamas & Papas’ innovative product design and Laura Ashley’s timeless prints, the carefully curated collection” sees pieces being “re-imagined” with vintage Laura Ashley prints while “retaining Mamas & Papas’ modern design aesthetic”.

Both brands are mounting strong post-pandemic comebacks and this collab — which was first announced last summer — is part of that. It will be particularly prominent given that this is Laura Ashley’s 70th anniversary year.

Sonia Kelly, Product Director at Mamas & Papas, said: “With a shared belief in the art of storytelling and a common commitment to detail, Mamas & Papas and Laura Ashley are the perfect pairing. Delving into Laura Ashley’s illustrious archives, we have selected iconic prints that could be re-imagined for a new generation and brought to life in a collection of heirlooms of the future.”

The partnership follows a busy period of brand collaboration and expansion for Mamas & Papas, including the announcement of its relaunch in Australia as part of a long-term ambition to become the global nursery brand of choice.

Laura Ashley is now owned by Gordon Brothers but is available in the UK through Next as it continues its comeback following its 2020 administration filing. Mamas & Papas, owned by BlueGem Capital Partners, also struck a retail deal with Next following its own pre-pack administration in 2019.

So as well as the collection being available via the respective retailers’ webstores, it will be in Next UK stores too, as well as in Mamas & Papas stores worldwide, including Taiwan, Greece, Hungary, Middle East and the Philippines.