Iconic British brand Laura Ashley has partnered with fragrance company Nirvana Brands to launch a new Parfum Collection featuring four fragrances that pay homage to the British countryside.

Each scent is inspired by a print from the Laura Ashley archive, translating the brand's distinctive visual language into fragrance. Developed in close collaboration with Nirvana Brands, the collection captures the romance, femininity and timeless elegance synonymous with Laura Ashley, drawing on the beauty and calm of the British countryside.

Made in the brand's home country of Wales, the collection reflects a prestigious collaboration with the world-renowned French fragrance house Robertet and acclaimed perfumers Clément Marx and Romain Almairac. The line includes Serene Meadows, Floral Fancy, Joy of Primrose and Wild Woodland, each crafted with a blend of natural raw materials and high-quality ingredients.

This global launch marks a significant step in the brand's lifestyle evolution, offering customers a more immersive way to experience Laura Ashley in everyday life.

"This collection marks a meaningful return for Laura Ashley to fine fragrance, translating our iconic prints and heritage into a new sensory dimension. Fragrance allows us to move beyond what you see and into what you feel, offering a more intimate and immersive way to experience the brand." — Rachel Terrace, Chief Commercial & Growth Officer, Marquee Brands, the global brand management company and owner of Laura Ashley.

"Laura Ashley is renowned as being a quintessential British Brand, underpinned by design excellence. Their prints are instantly recognisable and we wanted to bring these to life, crafting elevated fragrance that transport you to different locations; effortlessly allowing users to feel freedom through scent." - Cecile Budge, Chief Operations Officer at Nirvana Brands.

The Laura Ashley Parfum Collection is set for a global retail expansion throughout 2026.