Laura benefits from online facelift

Demand for made-to-order upholstery and curtains drove the online improvement as the Malaysian-owned chain posted profits before tax and exceptionals of 10.5m in the 26 weeks to July 31, up from 1.1m last year.

The company, which has 225 stores in the UK and 233 franchises abroad, made 7 per cent of its sales from the internet last year. Since then it has improved the website, increased the product offer and launched an iPhone application.

Online revenues improved by 63 per cent to 15.4m and lifted total group sales by 5.7 per cent to 127.8m.

The company, which is owned by MUI Group, said it also hoped to open further specialist gift stores this year following the success of a trial outlet.

Laura Ashley trades mainly from larger sites but has been encouraged by initial feedback to its gift and accessories store opened at London's Liverpool Street station last July.

It also plans to expand into new regions, including China, Indonesia and Russia.

The retailer posted positive sales across all four of its trading divisions – furniture, fashion, decorating and home furnishings.

Furniture sales, which make up a third of the business, increased by 9.2 per cent on a like-for-like basis. The group said new colour palettes and shapes helped drive its core business.

Home accessories, which include lighting, bed linen and rugs, saw a like-for-like increase of 5.2 per cent, after the business expanded its gift range.

Decorating sales and fashion sales were both up, at 7.1 per cent and 1.6 per cent on a like-for-like basis respectively.

The group said its new tunic dresses and blouses had been well received by shoppers.

Looking ahead, the business said UK retail sales were up 4.9 per cent in the 31 weeks to September 4, but it added that it remained cautious over the outlook.

The company traces its origins back to 1953, when Laura and Bernard Ashley started printing fabric on their kitchen table in London. The business floated on the London Stock Exchange in 1985.