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Authentic Brands Group, the owner of Ted Baker, has unveiled plans to relaunch the brand as an exclusively online retailer later this year. This announcement follows the closure of Ted Baker's final physical stores, which wrapped up this week.
The new strategy involves United Legwear and Apparel (ULAC), which already manages Ted Baker's operations in North America, taking over the brand's online presence in the UK and Europe. This shift to a digital-only model is set to begin in the autumn.
Authentic Brands Group, which holds a portfolio of well-known brands including Billabong, Reebok, Forever 21, and Hunter, acquired Ted Baker in 2022. Despite this acquisition, the brand’s European operations faced significant challenges earlier this year, leading to the appointment of administrators due to declining sales and escalating debt.
Ted Baker’s previous UK partner, No Ordinary Designer Label, went into liquidation in March, resulting in the closure of all 31 of its stores in recent months.
The new collaboration with ULAC is seen as a crucial step in Ted Baker's efforts to reestablish itself as a digital-focused brand. Authentic Brands Group views this move as a pivotal moment in revitalizing Ted Baker’s online presence and reconnecting with its customer base.
Jarrod Weber, the global president of sports and lifestyle at Authentic Brands Group, expressed confidence in the partnership. Weber noted that ULAC's strong track record in adapting global brands for the UK market positions them as the ideal partner for expanding Ted Baker’s online operations in these key regions.
The shift to an online-only model reflects broader trends in retail, where digital platforms increasingly become the primary means for brands to engage with consumers. This transition aims to leverage ULAC’s expertise in managing Ted Baker’s digital operations and capitalizing on the growing online retail market.
Overall, this strategic move is anticipated to help Ted Baker navigate the current retail landscape and enhance its ability to reach and serve customers through an optimized online platform.
