Under the agreement, which will run for an initial five-year period starting from 2020, Next will create and sell Ted Baker childrenswear products spanning baby, boys’ and girls’ clothing, shoes and accessories in collaboration with the creative team at Ted Baker.
The new collections will be sold through Next’s retail channels and wholesale relationships as well as through Ted Baker’s websites.
The deal means Next will replace Ted Baker’s current childrenswear product relationship with Debenhams after it ends on 29 February 2020. However Debenhams will be retained for its partnership producing and selling Ted Baker’s lingerie and underwear collections.
Lindsay Page, CEO of Ted Baker, said: “We are delighted to announce this exciting product licence with Next to support the continued expansion of Ted Baker’s growing childrenswear collections.
“Product licensing is a proven and highly successful pillar of Ted Baker’s strategy to expand as a global lifestyle brand. It enables us to carefully develop the brand in new, relevant categories by leveraging the specialist product expertise of our carefully selected partners.”
She added: “I would like to take this opportunity to thank Debenhams for their skill and hard work in establishing and developing the Ted Baker childrenswear business and we will continue to work with them in other product categories.
“Our childrenswear collections – which are small in size but big in style – have already proven incredibly popular with Ted Baker customers. As a multi-channel retailer with global capabilities and wholesale experience, Next is the outstanding partner to take Ted Baker forward in this category, which we believe will deliver significant growth in the coming years.”
Simon Wolfson, CEO of Next, said: “We are thrilled to have the opportunity to help build and develop the Ted Baker children’s business across the globe. We have worked with Ted Baker for a number of years through Label and recognise the power of their brand.”