ITOCHU Corporation (headquartered in Minato-ku, Tokyo; Yoshihisa Suzuki, President & COO; hereinafter “ITOCHU”) announced today that it has concluded a sublicensing agreement with World Group company World Lifestyle Creation Co., Ltd. (headquartered in Chuo-ku, Tokyo; Shinichi Nishikawa, President; hereinafter “World Lifestyle Creation”) to open official stores and a Japanese e-commerce site for U.K. lifestyle brand Laura Ashley. Through World Life Creation, ITOCHU will fully launch the business in the domestic Japanese market from the fall of 2020.

Laura & Bernard Ashley, the founders of the Laura Ashley brand, started a print business using original textiles designed by Laura at their home in London, the U.K., in 1953. Since then, their items have expanded into kitchen goods, fashion items and home furnishings. The brand has grown into a lifestyle brand offered in more than twenty countries around the world.

Since obtaining the Japan market master license and exclusive import and distribution rights for the Laura Ashley brand in August 2018, ITOCHU has worked to expand the brand to major department stores and special shops while maintaining the tradition and philosophy of the brand together with sub-licensees. At the same time, ITOCHU had been searching for a partner who could help further raise the value of the brand and handle operation of the official Laura Ashley stores and e-commerce site. World Group’s platform has helped to improve the value of many different types of businesses and brands in recent years, with the company building a track record in lifestyle business operation. This alignment with the Laura Ashley project led ITOCHU to conclude an agreement with World Group.

Within the first year, ITOCHU and WLC are planning to open seven official stores and an official e-commerce site, all operated by World Lifestyle Creation. While utilizing World Group’s extensive experience and expertise, ITOCHU will aim to expand to 30 stores within five years by sharing the appeal of the Laura Ashley brand with a wider audience and raising brand recognition.