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Laura Ashley partners with Pem America on infant bedding

Laura Ashley has granted licensing rights to Pem America

-- Kids Today, 9/1/2009 12:00:00 AM

Laura Ashley has granted licensing rights to Pem America to design and manufacture a collection of infant bedding and accessories for department and specialty stores throughout the United States and Canada.

The collection debuts at the ABC Kids Expo this month. Pem America has quickly embraced the Laura Ashley heritage and design direction by spending hours in the company's South Carolina archives.

The Laura Ashley U.S. pattern library is a condensed version of the extensive archive located at the corporate headquarters in London, which holds over 300,000 patterns, historical records and some of Laura's original flea market inspirations.

Drawing inspiration from both the archives and the Laura Ashley British design team, Pem America is focused on developing a collection that marries the brand's contemporary and classic style and interprets European trends for the American consumer.

"Globally, Laura Ashley has an outstanding reputation as a leading fashion and home furnishings brand recognized for its signature floral patterns, and we want to take advantage of that," said Keith Schneider, senior vice president for Pem America. "The design team in London has done an exceptional job guiding the Laura Ashley brand into the 21st century, and we believe by incorporating many of the design elements that have made the brand successful across the globe will resonate with young mothers here in the states."

"Laura Ashley is a classic and timeless brand with a design palette that spans from granddaughter to grandmother," said Penne Cairoli, Laura Ashley U.S. general manager. "The more we can reach young mothers — those typically in their early 30s — the brand will remain relevant for generations."

According to Cairoli, Laura Ashley seeks partners who understand the breadth of the brand and bring new energy to our product offering while sharing our commitment to quality and safety. "Pem America fits the bill perfectly."

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