Ted Baker is set to relaunch its ecommerce platform later this year with a new operating partner in the UK and Europe.
- United Legwear & Apparel Co. will manage Ted Baker’s UK and European operations from autumn 2024.
- Already managing Ted Baker’s US and Canada operations, United Legwear also handles design and manufacturing of key product categories.
- Authentic’s global president emphasises the strong start to the partnership with United Legwear.
- UK and European Ted Baker stores ceased trading in March after entering administration.
Set for relaunch in the autumn of 2024, Ted Baker’s ecommerce operations in the UK and Europe will now be under the management of United Legwear & Apparel Co., as announced by Authentic. This strategic move coincides with the appointment of a new operating partner for the British brand, marking a significant step in Ted Baker’s regional digital commerce renewal.
United Legwear & Apparel Co. had earlier taken on responsibilities encompassing the design and manufacturing of Ted Baker branded men’s sportswear, golf, and denim collections as of 5 August. These roles extend to overseeing wholesale, concessions, and ecommerce activities for the brand in both the US and Canada markets. The transition is aimed at enhancing Ted Baker’s market footprint and operational efficacy across these key regions.
Jarrod Weber, the global president for Sports and Lifestyle at Authentic, highlighted the early achievements of this collaboration: “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.” He further noted that United Legwear’s solid track record in adapting global brands for the UK market makes them an ideal partner for expanding the brand’s online presence in important markets.
Chris Volpe, chief operating officer at United Legwear, expressed his enthusiasm for the partnership and future prospects: “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.” His comments reflect a commitment to revitalising the brand’s digital presence and meeting consumer expectations in an increasingly competitive online landscape.
Ted Baker’s physical stores and concessions in the UK and Europe officially ceased operations on 20 August, following the brand’s collapse into administration in March. This transition heralds the end of an era for Ted Baker’s traditional retail model and underscores the strategic necessity of strengthening its digital and ecommerce capabilities.
Ted Baker’s strategic ecommerce relaunch under new management seeks to revitalise its market presence post-administration.
