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The owner of Ted Baker has signed a deal with an American partner to manage the clothing brand’s e-commerce operations in the UK and Europe. Authentic Brands Group has struck a deal with United Legwear and Apparel Co (ULAC), with Ted Baker’s online operations set to relaunch in the UK this fall.
Earlier this month, Authentic announced that ULAC would run Ted Baker’s wholesale business, concession shops and e-commerce operations in the US and Canada.
It added that its latest partnership with ULAC “promises to deliver a unified and enhanced shopping experience that reflects the brand’s unique blend of British heritage, contemporary style and enduring appeal”.
Jarrod Weber, global president, 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 a 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. Together, we are focused on executing a digital commerce strategy that ensures Ted Baker’s distinctive products continue to find their way into the closets of discerning consumers worldwide.”
Chris Volpe, COO of United Legwear, added: “We are honoured to partner with Authentic to relaunch Ted Baker’s e-commerce 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. We are confident that this relaunch will reignite excitement for the brand and set the stage for a bright and prosperous future.”
The move comes only days after Ted Baker’s remaining retail stores in the UK were shut for good.
The remaining 31 Ted Baker stores permanently shuttered last week, putting more than 500 jobs at risk. According to Sky News, the closures came as talks over a licensing partnership between Frasers Group and Authentic stalled.
Ted Baker had already shuttered 15 stores across the UK, resulting in the loss of 245 jobs, after the business behind the brand, No Ordinary Label, collapsed into administration in March this year.
Administrators to No Ordinary Designer Label are now overseeing the closure of its remaining 31 UK shops.
