Ted Baker is making a fresh start online in the UK and Europe after closing all its physical stores in these regions.
The fashion brand, owned by Authentic Brands Group (ABG), has partnered with its US distributor to manage its overseas digital operations.
According to the BBC, the firm behind Ted Baker’s UK shops, No Ordinary Designer Label (NODL), suffered financially and went into administration in March this year.
New beginnings for Ted Baker online
While its stores may have closed, Ted Baker is opening new stores online to maintain its presence. It still wants to reach customers across Europe through e-commerce.
United Legwear and Apparel (ULAC) will handle the brand’s online sales and distribution in Europe. Retail Detail reports that a new website and collections will be launched this autumn.
The next phase of the Ted Baker brand is set to focus solely on digital sales in the region.
Where did it go wrong for Ted Baker?
It started as a menswear brand in Glasgow in 1988 and later expanded to the UK and US.
The BBC reports that it has suffered from instability in the past few years. It all started in 2019 when the founder, Ray Kelvin, resigned.
He found himself in the middle of allegations of misconduct. He later denied it.
Ted Baker’s digital-only future
The new digital relaunch is designed to reignite interest in the brand and keep it accessible to its European customers.
According to ULAC’s chief operating officer, Chris Volpe, this move is expected to bring renewed enthusiasm for the brand and set the stage for future growth.
Ted Baker’s shift to e-commerce reflects a broader trend in the fashion industry. Brands are turning to online platforms as a primary sales channel.
By focusing on a digital strategy, Ted Baker can continue to evolve and connect with its customers in new ways, even without brick-and-mortar stores.
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Mia is a multi-award-winning journalist. She has more than 14 years of experience in mainstream media. She's covered many historic moments that happened in Africa and internationally. She has a strong focus on human interest stories, to bring her readers and viewers closer to the topics at hand.
