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. Following harassment claims against Kelvin, which he denies, he resigned in 2019, and was replaced with Lindsay Page. Ted Baker operates around 560 stores and concessions across the UK, continental Europe, North America and Asia, with a supporting ecommerce business. 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 central London head office at The Ugly Brown Building in 2015 and a European distribution centre in the Midlands.
It is testament to the job Rachel Osborne has done under the most difficult of circumstances that the former Debenhams finance chief has been trusted to lead Ted Baker through the toughest period in its history.
Ted Baker has named Rachel Osborne as its permanent chief executive, four months after taking on the role in an acting capacity.
Ted Baker has sold its London headquarters in a £79m deal and increased its loan facility after warning that coronavirus-related store closures have shuttered the majority of its global store estate.
The turnover of retail CEOs reached its highest level since 2012 last year. Why are retail’s leaders sent packing so frequently?
Ted Baker is restructuring its head office team in a bid to drive cost efficiencies after “a very challenging year”.
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