Ted Baker is set to revitalise its online presence in the UK and Europe through a strategic relaunch of its ecommerce platform, expected to take place in autumn 2024.
- The management of Ted Baker’s ecommerce operations in the UK and Europe will be taken over by United Legwear & Apparel Co., as announced by Authentic.
- United Legwear will also handle the design and manufacturing of men’s sportswear, golf, and denim categories for Ted Baker in the US and Canada.
- Ted Baker’s stores and concessions in the UK and Europe ceased trading following administration earlier this year, setting the stage for this new digital relaunch.
- The collaboration aims to create an engaging online shopping experience that aligns with Ted Baker’s brand values of quality, design, and individuality.
Ted Baker is poised to make significant strides in its ecommerce strategy by relaunching its platform in the UK and Europe later this year. This decision follows the announcement by its owner, Authentic, of United Legwear & Apparel Co. as the new management partner for these regions.
On 5 August, United Legwear & Apparel Co. assumed responsibility not only for the new ecommerce operations but also for the design and manufacturing of Ted Baker’s men’s sportswear, golf, and denim ranges. Furthermore, it will manage wholesale and concessions, alongside ecommerce for the brand in the US and Canada. This comprehensive partnership underscores the company’s pivotal role in the relaunch strategy.
Jarrod Weber, Authentic’s global president for Sports and Lifestyle, expressed confidence in United Legwear, emphasising its proven success in adapting global brands for the UK market. Weber remarked, “We have had a strong start to our partnership with United Legwear, and we could not be more pleased to have a solid partner to continue Ted Baker’s story in the place where the brand began.”
Chris Volpe, United Legwear’s chief operating officer, echoed this sentiment, highlighting the brand’s resonance with consumers who appreciate quality and distinctive design. “Ted Baker is a brand that resonates with consumers who value quality, design, and individuality. Our goal is to create a seamless and engaging online shopping experience that exceeds the expectations of Ted Baker’s customers,” he stated.
The decision to relaunch online follows a challenging period for Ted Baker, where the brand faced financial adversity, leading to the closure of its physical stores and concessions in the UK and Europe after entering administration in March. This strategic shift to bolster its ecommerce capabilities signifies a new chapter for the brand.
Ultimately, the collaboration between Authentic and United Legwear aims to ensure that Ted Baker’s unique and high-quality products reach their intended audience, effectively setting the stage for renewed market enthusiasm.
The partnership between Authentic and United Legwear aims to rejuvenate Ted Baker’s brand presence through strategic online expansion.
