“The colour is fresher and more up to date. We found customers could identify us more easily with the spring green shade,” explained chief executive Lillian Tan.
Only eight UK stores have the new-look fascia, but Tan said it will eventually be used on all 196 outlets, as well as on branded items such as carrier bags. The retailer is also upgrading its shopfit to give the stores a contemporary feel.
Pre-tax profits soared 113% to £6.4 million for the six months to July 28, but this included a large pension credit of £2.4m.
Retail sales rose 9.3% to £89.2m, but like-for-likes sunk 7.1%.
Fashion sales at its UK stores were up 4.2%, but fashion like-for-likes fell 6.4%. Printed and plain dresses were the top sellers and Tan said the Archive range, which launched in April, had performed well.
Fashion accounts for 19% of Laura Ashley’s sales.