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Ted Baker has closed its final 31 stores in the UK and Ireland. It followed the collapse of No Ordinary Designer Label Limited (NODL), the company that operated Ted Baker’s UK operations, into administration earlier this year. This closure is expected to reduce the brand’s operational costs significantly.
Ted Baker To Relaunch Online Business
Subsequently, Ted Baker is to relaunch its online business in the UK later this year after its US brand owner struck a deal.
Earlier this month, Authentic Brands Group announced that United Legwear & Apparel Co. (ULAC) would take on Ted Baker’s wholesale, concession shops and e-commerce operations in the US and Canada, as well as the brand’s men’s sportswear, golf apparel and denim. Authentic Brands Group has selected longstanding partner ULAC to manage Ted Baker’s e-commerce operations in the UK and Europe.
In a statement, Authentic Brands Group said Ted Baker fans can expect to see an “exciting and refreshed” online shopping experience this autumn, with an array of new collections.
Jarrod Weber, Global President of Sports and Lifestyle at Authentic, said: “United Legwear’s proven track record in translating global brands for the UK market makes them the ideal partner for expanding Ted Baker’s online presence in these important markets.”
He added, “Together, we are focused on executing a digital commerce strategy that ensures Ted Baker’s distinctive products continue to find their way into the closets of discerning consumers worldwide.”
Chris Volpe, Chief Operating Officer of United Legwear, said, “We are honoured to partner with Authentic to relaunch Ted Baker’s e-commerce platforms in its birthplace. Our goal is to create a seamless and engaging online shopping experience that exceeds the expectations of Ted Baker’s customers.”
Ted Baker: A British High Street Brand
Ted Baker, a renowned British fashion brand, was founded by Ray Kelvin; he opened the first store in Glasgow in March 1988. The brand initially focused on menswear, known for its quirky patterns, bold colours, and playful designs. Over the years, Ted Baker expanded its product range to include womenswear, accessories, and home goods.
In 2019, Ray Kelvin departed due to misconduct allegations, triggering a flurry of changes within the leadership team. These changes, including the appointment of a new CEO and other key executives, were aimed at steering the company through a period of transition and growth. In 2022, the US conglomerate Authentic Brands officially completed the acquisition of Ted Baker for £211 million, further reshaping the company’s future direction.
The Future of Ted Baker
While the future of the brand remains uncertain, there are several potential paths it could take.
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Continued Online Presence:
Ted Baker could focus on expanding its online platform, offering a more comprehensive range of products and improving the customer experience through features like virtual try-ons and personalised recommendations. Partnering with prominent online marketplaces like Amazon or Zalando could also broaden its reach and boost sales.
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International Expansion:
The brand might explore opportunities in emerging markets where there is still strong demand for high-street products. To succeed in new markets such as APAC, the brand would need to tailor its products and marketing strategies to meet local tastes and cultural preferences.
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Rebranding and Repositioning:
Ted Baker could consider a rebranding effort to appeal to a younger demographic or differentiate itself from competitors in such a crowded market. The brand might also specialise in specific product categories or target a particular niche market to establish a stronger brand identity.
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Licensing and Partnerships:
Licensing the Ted Baker brand to other companies could allow for the introduction of new product categories, such as home goods or accessories. Moreover, the brand can partner with popular influencers or celebrities, which could generate buzz and attract new customers or implement micromarketing strategies on social media platforms.
While Ted Baker has faced setbacks, there is still potential for a successful comeback with a better strategic approach and leadership management.
