The fashion firm Laura Ashley - famous for its flowery decor - unveiled plans to open a boutique hotel in the United Kingdom's Hertfordshire, according to The Guardian.
The paper says Laura Ashley bought the hotel (actual address still unknown) for around $9.2 million (£5.8 million) as a unique way to showcase its home accessories, furniture and decorations.
The hotel hopes to attract Laura Ashley fans to its 49 rooms, each outfitted with matching fabrics on the bed, sofa, curtains and wallpaper. The company's Chief Operating Officer, SeŠn Anglim, told The Guardian the hotel would become a "brand showcase" for its products and interior design service when it opens later this year.
Apparently, that's all the people at Laura Ashley are willing to discuss.
"We are not disclosing how much we will spend on the refurbishment but we are going to turn it into something special," Anglim told the paper. "The concept of a Laura Ashley hotel has not come out of the blue."
When the Laura Ashley hotel opens, it will be part of a growing trend of hotels owned and designed by fashion moguls including Ralph Lauren, Armani, Versace, and Missoni.
Readers: Your thoughts? What do you think about fashion houses opening hotels?
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