Quintessentially British retailer Laura Ashley is delving into menswear 60 years after it was first founded by its namesake and her engineer husband.

The retailer will launch the collection instore next month as part of its ongoing bid to target the high street.

Its hoped the “Man at LA” capsule will boost the retailer’s recent falls in fashion sales, reports the UK’s Retail Gazette.

Laura Ashley opened its first store in 1968 in London’s South Kensington and shortly after expanded overseas via department store concessions in Australia, Japan, and Canada.

Two months after Laura Ashley’s death in 1985 the company went public but it suffered from an over-flotation of more than 34 times its worth.

In the 90s it continued to battle against over-expansion but experienced profits after delving into childrenswear, home furnishings, and it’s now iconic bed linen.

Laura Ashley is known for its romantic, floral, and subdued style often aligned with the “shabby chic” interior design movement.

The chain has several stores across Australia in centres like Melbourne Central and outlet centres like Harbour Town.

 It is not clear if the new men’s line will be available in Australia but it will be sold online via a newly launched e-commerce platform.