Despite the difficulties Ted Baker brand had to face in March 2024, Authentic Brands Group (Authentic), the global brand development, entertainment and marketing platform that owns the brand, has announced some projects meant to shape the brand's future course.
Authentic has signed a new partnership with its longstanding partner United Legwear & Apparel Co. (ULAC) to manage the e-commerce operations for Ted Baker in the UK and Europe. This partnership aims to set a new step in the brand's journey to restore its digital destination for its loyal consumers.
Earlier this month, ULAC announced that it 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.
With the addition of its role as Ted Baker's UK and Europe e-commerce operator, the partnership can deliver a unified and enhanced shopping experience that reflects the brand's blend of timeless British heritage and contemporary style.
“Consumers value and appreciate the Ted Baker brand and its British style. “We have had a strong start to our partnership with United Legwear, and we couldn't be more pleased to have a solid partner to continue Ted Baker's story in the place where the brand began,” commented Jarrod Weber, global president, Sports and Lifestyle , Authentic.
“We are honored 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. We are confident that this relaunch will reignite excitement for the brand and set the stage for a bright and prosperous future,” commented Chris Volpe, chief operating officer, United Legwear.
Ted Baker's return is expected for this fall through the new tedbaker.com website.
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