The Ashley family first traded from 57 Ledbury Road in 1995, with a shop called Nick Ashley, specialising in British made menswear. Nick went on to open ten further Nick Ashley Shops in Japan and later became head of design for Dunhill.  

Now Nick is open again selling his designs under the label Private White VC in Ashley Stores, 57 Ledbury Road, London W11.

Made in Manchester, the collection comes straight from the factory.  A family run business whose own label, Private White VC, is named after their great grandfather and founder Jack White, a soldier who was awarded the Victoria Cross in 1917. www.privatewhitevc.com

Nick and Ari Ashley thought this an ideal time to reopen their shop, in memory  of Nick’s Great Grandfathers shop, orignially in Kensil Rise, ASHLEY STORES.

ASHLEY STORES is a mix of Nick Ashleys designs for Private White VC and hardware reflecting war time austerity and traditional self sufficiency.  

The Ashleys are no strangers to retail having previously had 500 shops under the name of Laura Ashley. ASHLEY STORES has a homely feel with a sofa for the weary shopper and a timeless atmosphere to ponder and browse.