From Ted to toe: How a brand refresh hopes to put Ted Baker back in fashion

Ted Baker London

Source: Ted Baker

After an exclusive first look at Ted Baker’s first collection relaunched under its wholesale arm ahead of autumn/winter, Retail Week explores if a brand and product refresh can put Ted Baker back in fashion.

2024 was a rocky year for British heritage brand Ted Baker after No Ordinary Designer Label, the holding company for Ted Baker’s operations in the UK and Europe, filed for administration. Following the collapse, administrator Teneo announced the closure of 15 Ted Baker stores which resulted in 245 job losses at the fashion brand by the end of the year.

 

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