"We are not frilly and flowery any more, " a Laura Ashley spokeswoman told Reuters.
But Laura Ashley said it had "very strong and long-term relationships with our suppliers and always have done".
Bellock, a former brand-management executive at Laura Ashley, joined Johnston in late 1996.
Sir Bernard's death came 24 years after Laura Ashley died aged 60 following an accident at her daughter's home.
Derrick Pugh, a former manager of Laura Ashley in Carno, said it was a sad but very humorous service.
For every Polo Ralph Lauren, which has pulled off such a diversification, there is a Laura Ashley that has not.
Laura Ashley said last year's results had been hit by losses in its US business, which was sold in July 1999.
Furniture and fashion retailer Laura Ashley has been accused by support group the Forum of Private Business (FPB) of squeezing its suppliers.
The forum said that the fact Laura Ashley was "asking for the 10% cut on orders already placed just adds insult to injury".
Some 12 new franchise stores are planned to be opened this year worldwide including in Ukraine, Saudi Arabia and Turkey, Laura Ashley said.
From humble beginnings at the Old Railway House in the little known village of Carno, Laura Ashley grew to have 5, 000 retail outlets worldwide.
The departure of Laura Ashley chief executives has become an almost regular event now, with eight in all attempting to help it recapture past glory.
Derrick Pugh, a former Laura Ashley manager, also paid tribute to Mr Rowlands, describing him as a "charismatic" man who was admired by the local community.
Some 60% of Laura Ashley's UK stores had been refitted and restyled with a new contemporary look while the stand-out performer had been the home furnishings division.
It is the latest round of job cuts in the area, after Laura Ashley announced 90 posts were going in its factories in Newtown and Carno last month.
BBC: NEWS | UK | Wales | Mid | Phone mast firm job cuts meeting
At the time it seemed the business may be able to prosper despite the tragic death of Laura Ashley on her 60th birthday in 1985 when she fell down a flight of stairs.
Town centre manager Graham Love said he anticipated the arrival of a "leading fashion brand" to move into the former Woolworths store and that another national food brand could be at the former Laura Ashley store in time for Christmas.
The Charlton board continue to sit in their lovely Laura Ashley offices and drive in their fast cars - the little girls who dreamt of playing for Charlton and England are told the girls' section of the club is no longer going to exist.
The winners were Oliver Golding, James Marsalek, Laura Robson, Tara Moore and Eleanor Dean, while Liam Broady, Lewis Burton, Ashley Hewitt and Fran Stephenson all produced encouraging displays against top-10 ranked opponents.
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