Ted Baker is a British, designer-led, fashion brand, offering aspirational clothing and accessories in a distinct, quirky style. Founded by Ray Kelvin in 1988 in Glasgow, its ultimate aim is to become a global lifestyle brand. Until recently, the retailer eschewed traditional marketing routes in favour of “word of mouth”. Its unusual design ideas have translated into its new campaigns, however, such as interactive shoppable videos, and a proactive use of social media. Ted Baker seeks to drive growth internationally, investing in digital capabilities and infrastructure. This included the purchase of its iconic former head office at The Ugly Brown Building in 2015 and a European distribution centre in the Midlands. US conglomerate Authentic Brands completed the acquisition of Ted Baker in October 2022.
It has been a tough few years for fashion, and retailers have been battling to lead on style, value and quality despite skyrocketing return rates, competition for customer loyalty and bold sustainability targets.
Authentic Brands Group, the US-based owner of Ted Baker, has moved to head off a cash crunch at the fashion retailer as the company appointed to run operations struggles to raise financing.
Fashion retail has experienced a turbulent time, but retailers investing in elevation, partnerships, acquisitions and focused transformation are set to win. Our Retail Week analysts reveal which retailers will lead the sector in 2026.
Ted Baker chief executive Rachel Osborne is understood to be close to leaving her post just six months after the retailer’s takeover by Authentic Brands.
The owner of Reebok and Ted Baker has joined the race to buy Royal Warrant-holding Wellington boot brand Hunter, according to Sky News.
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