Ted Baker to relaunch UK online business after shutting stores

Ted Baker is to relaunch its online business in the UK later this year, after a deal was struck by its US brand owner.

The move comes days after Ted Baker’s final UK high street shops shut their doors.

Last week, Ted Baker closed its 31 remaining stores in the UK and Ireland after No Ordinary Designer Label Limited (NODL), the business which ran Ted Baker’s UK operations, collapsed into administration earlier this year.

Ted Baker was founded by Ray Kelvin in 1988 in Glasgow, and the brand’s clothing and accessories are widely recognised for their patterns and florals.

On Wednesday, US-based Authentic Brand Group, which owns the Ted Baker brand, said it has secured a deal with a new business partner to run the brand’s online platform in the UK and Europe.

The partnership with see United Legwear & Apparel Co manage Ted Baker’s e-commerce operations in the regions.

ULAC had already agreed a deal to 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 businesses.

Jarrod Weber, global president for sports and lifestyle at Authentic, said: “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 solid partner to continue Ted Baker’s story in the place where the brand began.

“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.”

Chris Volpe, chief operating officer of United Legwear, said: “We are honoured to partner with Authentic to relaunch Ted Baker’s ecommerce platforms in its birthplace.

“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.”