Ted Baker, the well-known British fashion brand, is making a big change to bring its style back to the UK and Europe—but this time, it’s all going online. After shutting down all its remaining shops, the brand’s owner, Authentic, is teaming up with a new partner to keep the Ted Baker name alive and thriving on the internet.

New Partnership to Save the Day

On Wednesday, Authentic, which bought Ted Baker in 2022, will announce its new plan: working with United Legwear and Apparel Co (ULAC), a company based in the United States. ULAC will manage Ted Baker’s online sales in both the UK and Europe. They already help run Ted Baker’s business in the US and Canada, so they know the brand well.

ULAC has experience with other famous brands too, like Skechers, Puma, and DKNY, which makes them a strong choice to help bring Ted Baker back to the digital stage.

The Big Store Closures

This online move comes right after some hard news for Ted Baker fans. The brand has closed all its remaining stores in the UK, following failed talks between Authentic and Frasers Group, a company owned by Mike Ashley, who is known for his high street retail empire. These closures mean that over 500 people have lost their jobs, adding to an earlier round of store closures in the spring, which affected 200 more employees.

Ted Baker’s troubles began when its former partner, No Ordinary Designer Label (NODL), went bankrupt earlier this year. When NODL collapsed, its administrator, Teneo, had to shut down 15 stores, causing more job losses.

Why Did It Happen?

Ted Baker has faced several challenges over the past few years. It was delisted from the London stock market in 2022 after being bought by Authentic for around £210 million. The company’s problems really started in 2019 when Ray Kelvin, the founder, left following allegations of inappropriate behaviour toward his colleagues.

After that, the brand went through a series of financial issues, including profit warnings and accounting mistakes. The COVID-19 pandemic only made things worse, forcing Ted Baker to cut hundreds of jobs and raise £100 million to stabilize its finances.

A Digital-First Future

Now, with the stores closed, Authentic’s new plan is all about online growth. The partnership with ULAC aims to bring the Ted Baker brand back to its customers through a strong digital presence. Retail experts say this partnership is expected to kick off in the autumn, giving fans a new way to shop for their favourite Ted Baker items.

With no more physical stores, the brand will focus on reaching customers through its online shop, hoping to connect with shoppers who prefer the convenience of buying clothes from their phones or computers.

What’s Next for Ted Baker?

While the closure of all UK stores is sad news for many, Ted Baker is hoping its new strategy will pay off. Moving online could help the brand save on costs and reach a broader audience. Instead of managing expensive shops, Ted Baker can now focus on creating a seamless online shopping experience.

But there are still challenges ahead. Online competition is fierce, and Ted Baker will need to stand out among other fashion brands. However, with the expertise of ULAC, which already partners with some well-known names in the fashion industry, there is hope that Ted Baker can regain its position.

A Look Back at Ted Baker’s Journey

Ted Baker’s journey has been a rollercoaster ride. It started as a small men’s shirt store in Glasgow in 1988 and quickly grew into one of Britain’s favourite fashion brands. However, the past few years have been tough, with the company dealing with internal issues, financial difficulties, and the impact of the pandemic.

But now, with a fresh start online, Ted Baker aims to bring back its unique style and quality to customers across the UK and Europe.

The Road Ahead

Ted Baker is betting big on its digital future. The new partnership could be the key to rebuilding its reputation and customer base. It’s a bold move, but one that might just bring Ted Baker back from the brink.

So, while the stores may be gone, the brand isn’t disappearing. Ted Baker fans can look forward to an easier, online shopping experience. As the brand reinvents itself, it hopes to prove that even in the world of fashion, change can be a good thing.