“Devastating news that couldn’t have come at a worse time.”

That’s the reaction from senior Montgomeryshire politicians following confirmation that more jobs have been lost at one of Mid Wales’ best loved brands.

Laura Ashley grew from its Montgomeryshire factories into an iconic international brand over the past 60 years but it fell into administration in March.

Talks to find a solution to secure the company’s long-term future in Mid Wales have been dwindling and on Tuesday a letter was sent to staff warning that a takeover deal was "increasingly unlikely".

Russell George, Member of Senedd for Montgomeryshire and Shadow Minister for the Economy and Transport, said many had fought hard to keep the business in Mid Wales, adding that the Welsh and UK Governments will support any investor to keep jobs at its Newtown factories.

“I’m further concerned that the current coronavirus pandemic is detracting from what would be such a significant story in normal times,” he said.

“I am aware that both the Welsh and UK Governments remain prepared to offer packages of support to any investor working toward the retention of operations in Newtown.

“I will be again raising with the First Minister, and Economy Minister. Government needs to be supporting those that have been made redundant and have been affected”.

Mayor of Newtown, and former Laura Ashley employee, Cllr David Selby said the latest news about Laura Ashley is “a blow to many, many families” in the area. He says more needs to be done to attract new businesses to the town.

“The loss of these jobs on top of the other earlier redundancies, although not a shock, will be extremely painful to those involved,” the Mayor said.

“I urge the Administrators to continue to seek a sale of more than just the assets, and for Powys Council and Welsh Government to do all they can to help the Laura Ashley employees and ex-employees.

“Newtown as a town needs the assistance of public bodies to finance a recovery plan and to attract new businesses to the town.”

Montgomeryshire MP Craig Williams said hopes of finding a buyer for the Mid Wales brand were wearing thin as time goes by.

He said: “I am hugely saddened by this development and I am working with the UK Government to see what support and opportunities can be put in place for employees going forward.”

“I am also continuing to support the company in the hope of finding a buyer, but admittedly this is sadly looking less likely as the weeks progress”.