Ted Baker is gearing up for a transformative phase as it plans to relaunch its e-commerce platform in autumn 2024.
- United Legwear & Apparel Co. will manage Ted Baker’s e-commerce operations in the UK and Europe, enhancing their digital presence.
- This partnership also involves United Legwear handling Ted Baker’s men’s sportswear, golf, and denim lines for North America.
- Authentic’s global president emphasizes the strategic importance of this collaboration for Ted Baker’s growth in its origin market.
- Ted Baker’s UK and European retail locations closed after the brand entered administration earlier this year.
Ted Baker is entering a pivotal period as it prepares to relaunch its e-commerce platform later this year. United Legwear & Apparel Co. has been appointed to manage these online operations across the UK and Europe, a move that is expected to strengthen the brand’s digital foothold in these key markets. This decision is part of a broader strategy to revive Ted Baker’s presence in the regions where it initially established its legacy.
Alongside managing the e-commerce operations, United Legwear & Apparel Co. has also taken on the design and manufacturing responsibilities for Ted Baker branded men’s sportswear, golf apparel, and denim categories in the US and Canada. This expanded role underscores the trust and confidence placed in United Legwear to carry forward Ted Baker’s distinctive style and quality standards beyond the UK and European markets.
Jarrod Weber, the Global President for Sports and Lifestyle at Authentic, highlighted the promising start to their partnership with United Legwear. He remarked on the company’s capability in adapting global brands for the UK market, making them an ideal fit for executing a digital commerce strategy that aligns with Ted Baker’s vision.
Chris Volpe, United Legwear’s Chief Operating Officer, expressed his honor in collaborating with Authentic to refresh Ted Baker’s online consumer experience. He emphasized the importance of creating an engaging digital shopping platform that meets and exceeds customer expectations, aiming to rekindle excitement among Ted Baker’s followers.
Recently, Ted Baker’s physical stores and concessions across the UK and Europe ceased operations following its administration collapse in March. This development marks a significant transition from traditional retail spaces to a strategic digital-first focus, aimed at recovering and expanding its customer base.
Ted Baker’s strategic partnership with United Legwear is set to revitalize its digital presence and secure its market position.
