Ted Baker is to launch a new casualwear brand, Born by Ted Baker, which will have its own identity and website. The brand will launch in separately merchandised store areas in mid-August and will have a lower price point than the rest of its range.
Ted Baker said that the launch follows the success of more casual lines in its main range and that the collection, which will have 50 styles, will have a “younger attitude” to the rest of its collection, with prices starting at £25.
The fashion retailer will run a competition on its website called the Gig Race, where 10 selected contestants will battle to win Ted Baker vouchers and festival tickets.
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