Ted Baker's owner announces its new UK and Europe ecommerce operator

In a statement to the City this morning, Authentic Brands said the partnership “marks a significant milestone in the brand’s journey to restore its digital destination for its loyal consumers”.

Earlier in August, ULAC announced that it would take on Ted Baker’s wholesale, concession shops and ecommerce operations in the US and Canada. With ULAC’s remit now being expanded to UK and Europe, Authentic Brands said it could “deliver a unified and enhanced shopping experience that reflects the brand’s unique blend of British heritage, contemporary style and enduring appeal”.

Jarrod Weber, global president, sports and lifestyle at Authentic, said: “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 solid partner to continue Ted Baker’s story in the place where the brand began.

“United Legwear’s proven track record in translating global brands for the UK market makes them the ideal partner for expanding Ted Baker’s online presence in these important markets. Together, we are focused on executing a digital commerce strategy that ensures Ted Baker’s distinctive products continue to find their way into the closets of discerning consumers worldwide.”

Chris Volpe, chief operating officer of United Legwear, said: “We are honoured 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. We are confident that this relaunch will reignite excitement for the brand and set the stage for a bright and prosperous future.”

The announcement comes two weeks after Ted Baker announced it would closing its last remaining stores after No Ordinary Designer Label, the company running its stores, fell into administration.

Talks to save Ted Baker’s store estate had been reported between Authentic and Frasers Group, but these reportedly collapsed.