🛍️ Ted Baker's New UK E-commerce
Ted Baker has relaunched its e-commerce platform in the UK. Shoppers can now enjoy free delivery on orders over £150, as announced by its new partner, United Legwear & Apparel (ULAC). This revival comes after the retailer's collapse earlier this year and marks a significant step forward for the iconic British brand. While the site currently serves UK customers exclusively, Authentic Brands teased future European expansion.
📉 The Fall of Ted Baker's UK Arm
Authentic Brands blamed its former UK and EU partner, Dutch retailer AARC, for Ted Baker's challenges. AARC faced financial trouble shortly after taking over operations, leading to Authentic terminating the agreement in February. The fallout resulted in the UK-based No Ordinary Designer Label Limited (NODL) entering administration in March. Administrators began shutting down Ted Baker's 46 UK stores, which are now scheduled for complete closure.
🔄 Authentic Brands' New Licensing Strategy
Authentic Brands, the owner of Ted Baker’s intellectual property, has shifted its focus to a licensing model. In August, the company secured new partners for Ted Baker's US and Canadian operations. These include United Legwear & Apparel Co (ULAC), BCI Brands, and Peerless Clothing. Authentic stated that this approach would ensure the brand’s future across North America, following its struggles in Europe.
🚀 What’s Next for Ted Baker?
Ted Baker’s e-commerce relaunch is just the first step. Authentic Brands intends to bring stability and growth through ULAC's management. European customers eagerly await the promised expansion of TedBaker.com, while North American markets are already seeing renewed focus with new licensing agreements. Whether the brand can thrive without its physical UK presence remains to be seen.
Will Ted Baker succeed with this online-first strategy?
