In pictures: Laura Ashley unveils its first hotel

Located in a Victorian mock Tudor mansion, Laura Ashley The Manor in Elstree, Hertfordshire comprises 49 individually designed rooms.

In what was an unusual move for a high street retailer, Laura Ashley acquired the property from Corus Hotels in April 2012 for £5.8m and took six months renovating the hotel, which officially launches on July 31. Its website launched last week.

A Laura Ashley spokeswoman said the hotel was a major branding exercise as well as a commercial enterprise.

“It’s a shining example of Laura Ashley,” she said. “We have our catalogues in every room. It sells the design service and what you can achieve.”

There are few signs of the floral prints that Laura Ashely is famous for - a deliberate move to change people’s perceptions of the brand, said the spokeswoman.

“We wanted to showcase the modern Laura Ashley through creating a light and contemporary interior,” she said. “People don’t realise what we offer.”

However, there are nods to Laura Ashley’s heritage throughout the hotel, including a framed picture of the first shop, and a framed copy of the Pelham print – the first print Laura Ashley designed, while sat at her kitchen table.

There is also a wall featuring images of Laura Ashley photo shoots over the years.

While the hotel officially launches tomorrow, Laura Ashley products have been gradually installed over recent months while still trading under the Corus name, and the spokeswoman said visitors have already gone on to purchase Laura Ashley items they have seen while staying at the country retreat, including in one case a visitor buying the mattress they slept on.

While the majority of products on show can be purchased in a Laura Ashley shop, there are certain items that have been specifically designed for the hotel. However, some of these items are now set to be sold in stores, including a four-poster bed.

Quirks of the hotel include the installation of Japanese-designed combined toilet and bidets in all rooms - aimed to appeal to international customers - as well as a giant chess board on land formerly occupied by tennis courts on the 10-acre site. Laura Ashley fragrance has been used to scent the entrance hall.

The spokeswoman said it was too soon to say if there would be more Laura Ashley hotels in the UK but added that the concept would be “very attractive” overseas. Laura Ashley operates in 28 countries.

The hotel hosts weddings and conferences. Prices start from £150 for a standard room up to £500 per night for the most premium suite.