November 21st 2024.
Ted Baker, a small shirt shop that first opened in Glasgow, has faced many challenges in recent years. Once a popular brand among young professionals who loved bold prints, it fell into administration and closed all of its 46 remaining stores within five months. The brand's website also went down, with a message saying they were not taking orders at the moment.
However, there is some good news for fans of Ted Baker. The website has relaunched with a new look, although it currently only ships to the UK. The company has plans to expand to other European countries in the near future. The website states, "We're back and excited to share that our new online store is taking shape every day."
The online side of Ted Baker's business is now being run by United Legwear and Apparel, hired by the brand's owners, an American company called Authentic. According to trade magazine Drapers, the new website aims to bring the brand's signature British charm and style into the digital space, creating an elevated and fresh shopping experience. The website features sleek visuals and an easy-to-navigate layout, making it easier for customers to shop for their favorite categories, including menswear, womenswear, and accessories.
The brand has faced many challenges in recent years, including scandals, questionable bookkeeping, and the impact of the COVID-19 pandemic. In early 2020, three-quarters of the brand's employees were furloughed, including those working in stores and at the head office. These struggles ultimately led to the resignation of founder Ray Kelvin, who opened the first Ted Baker store in Glasgow in 1988. The brand's reputation also took a hit when an accounting error was discovered, resulting in a significant loss for the company.
Despite these challenges, there have been efforts to save the brand. No Ordinary Designer Label, the previous operator, called in administrators in hopes of securing a rescue package. However, a potential deal with department store chain House of Fraser fell through, and a deal with a Dutch operating partner also did not work out. Now, with Authentic at the helm, there is hope for the future of Ted Baker. Are you excited for the return of the brand's online store? Let us know in the comments.
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