Ted Baker owner Authentic has struck a deal with its US partner to run the brand’s online operations in the UK and Europe after its final stores were shut last week.
The Reebok and Hunter Boots owner revealed it was extending its partnership with United Legwear and Apparel (ULAC) and would relaunch the British brand this autumn with a new website and new collections.
ULAC is Ted Baker’s operating partner in the US and Canada, and has other partnerships with the likes of Sketchers, Puma North American, and DKNY.
Authentic sports and lifestyle global president Jarrod Weber 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.
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Weber continued: “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.”
ULAC chief operating officer Chris Volpe added: “We are honoured to partner with Authentic to relaunch Ted Baker’s ecommerce 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.”
It comes days after the collapsed brand closed its remaining stores on the UK high street after talks between Authentic and Frasers Group fell through.
Administrators to the brand’s existing UK partner No Ordinary Designer Label (NODL), which collapsed in the spring, oversaw the closure of its remaining 31 UK shops last week, with the loss of more than 500 jobs.
Administrators at Teneo were forced to shutter 15 of the brand’s stores earlier this year, a move which resulted in 200 people being made redundant.
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