Laura Ashley, The Manor, Elstree, has been created as a showcase for the brand’s products, as well as a hotel.
Interior design is by the Laura Ashley interior design service team, and the hotel uses products from throughout the brand’s range.
As well as the 49 rooms it also features a restaurant, bar, bridal suite and conference facilities.
The building, which was formerly known as the Edgwarebury Hotel, was bought by Laura Ashley in 2012. It stands on the site of a Tudor house originally built in 1540.
Laura Ashley says it has retained original features such as the front door, which was originally part of the dungeon at Lewes Castle.
Regarding further roll-out plans, Laura Ashely says, ‘Our focus at the moment is to get the Laura Ashley Hotel brand right and concentrate on its success before deciding to have further hotels.
‘We will however be on the lookout for international licensing opportunities for the brand as we believe in the strength of our product and lifestyle offering.’