Ted Baker's Comeback Strategy: Online Re-Launch with New Strategic Partnerships

Authentic Brands Group will relaunch Ted Baker this fall, following a successful partnership with United Legwear & Apparel Co. (ULAC), which will manage the brand's online presence and design for the UK, Europe, US, and Canada. ULAC's focus on enhancing the online shopping experience and offering new collections aligns with Authentic's goal to revitalize Ted Baker with a strong omnichannel strategy.

In a significant move to revitalize the Ted Baker brand, Authentic Brands Group (ABG) and United Legwear & Apparel Co. (ULAC) have joined forces. This partnership aims to enhance Ted Baker's online presence and design, with ULAC managing the brand's e-commerce operations in the UK, Europe, US, and Canada [1].

ABG's Global President, Sports and Lifestyle, Jarrod Weber, expressed his enthusiasm for the partnership, stating, "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 them as a solid partner to continue Ted Baker's story in its birthplace" [1]. ULAC's proven track record in translating global brands for the UK market makes them an ideal partner for expanding Ted Baker's online presence in these essential markets [1].

ULAC's COO, Chris Volpe, shared his excitement for the partnership, saying, "We are honored 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" [1].

ABG's focus on restoring Ted Baker's digital destination aligns with ULAC's goal of enhancing the online shopping experience and offering new collections. This collaboration promises to deliver a unified and enhanced shopping experience that reflects the brand's unique blend of British heritage, contemporary style, and enduring appeal [1].

Ted Baker's e-commerce platform, Tedbaker.com, is set to return this fall, solidifying its commitment to delivering exceptional fashion and style to its global audience [1]. With this relaunch, Ted Baker aims to reignite excitement for the brand and set the stage for a prosperous future.

References:
[1] Authentic New Ted Baker E-Commerce Partnership with United Legwear & Apparel Co. Corporate.authentic.com. Retrieved 27 September 2022. https://corporate.authentic.com/press-releases/authentic-new-ted-baker-ecommerce-united-legwear-apparel