Ted Baker owner Authentic revealed last week it had struck a deal with its US partner to run the brand’s online operations across the UK and Europe, after its final stores closed earlier this month.
The parent company confirmed it was extending its partnership with United Legwear and Apparel (ULAC) to relaunch the British label this autumn after talks with Mike Ashley’s Frasers Group to take on the business fell through.
It comes after Ted Baker’s UK operator No Ordinary Designer Label (NODL) called in administrators at Teneo back in March.
NODL had ended up with “a significant level of arrears” run up under AARC, the Dutch firm it had hired to run Ted Baker’s stores and ecommerce operations in the UK and Europe.
Despite ABG providing AARC with a short-term loan last October to put it on stable footing amid financial struggles at the firm, it terminated its relationship with the business in February as it said AARC had “consistently failed to inject promised funding into the business and meet its financial obligations”.
But who is Ted Baker’s new UK operator and are they the right fit to restore the beloved British label?
Who is United Legwear and Apparel (ULAC)?
United Legwear and Apparel (ULAC) isn’t exactly a name that rolls off the tongue – however it does have some strong credentials.
The New York- based global manufacturer and distributor of apparel, legwear, bodywear, bags, backpacks, headwear and accessories was founded in 1998, and is a joint venture partner with Puma North America; has distribution partnerships with Scotch & Soda; and maintains licensed brands such as Champion, DKNY and Skechers.
It was appointed last month to take on Ted Baker’s wholesale, concession shops and ecommerce operations in the US and Canada, as well as the brand’s mens sportswear, golf apparel and denim.
At the time, Authentic’s global president of sports and lifestyle Jarrod Weber, said the partnership was an “essential building block” for the revitalisation of the Ted Baker brand globally.
The parent company branded its new deal with ULAC last week as a “significant milestone” for Ted Baker, adding that the partnership will “restore its digital destination for its loyal consumers”.
Chris Volpe
Sitting on ULAC’s executive team is Chris Volpe, its chief operating and financial officer since 2007.
During his 17 years tenure, Volpe is said to have been a “critical factor” in the company’s growth from its roots in legwear and bodywear to its “current position as global leader in the design, manufacturer and wholesaler of men’s, women’s and children’s apparel and accessories”.
He has been responsible for expanding the company’s portfolio of brands and expanding the business into Amsterdam, Canada, Hong Kong and the UK.
Volpe has over three decades of working in the fashion industry, working at firms including Moda America, the licensee of French luxury designer Emanuel Ungaro, and the production and distribution division of Giorgio Armani.
Is ULAC the right fit for Ted Baker?
ULAC is now in charge of managing Ted Baker’s ecommerce operations in the UK and Europe, which includes relaunching the label’s website and releasing new collections.
It was tasked with running Ted Baker in the US and Canada earlier in August, the firm already has an understanding of the brand and its customer base.
Authentic global president of sports and lifestyle Jarrod Weber says: “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.”
ULAC’s expertise expands into designing, manufacturing, licensing and distribution and suggests that it is likely to be a fairly hands-on partner – something that will be key in restoring the Ted Baker brand.
The operator has already promised that customers can expect “an exciting and refreshed online shopping experience, with an array of new collections and timeless pieces that embody Ted Baker’s signature British charm”.
Weber says that ULAC has a “proven track record in translating global brands for the UK market”, with brands such Skechers, making it the “ideal partner for expanding Ted Baker’s online presence in these important markets”.
While the company has the expertise of running online operations for its brands, Ted Baker has long been known for its unique stores. Without a strong store network to aid it, the brand may struggle to return to return to former glories.
Afterall, these can act as shop windows to the brand and a chance to re-engage shoppers that may have ditched it years ago.
Regardless, ULAC’s Volpe assures that his team “are confident that this relaunch will reignite excitement for the brand and set the stage for a bright and prosperous future”.
ULAC seem like a credible operator of some well-known global brands. Hopefully they will be more successful than its predecessor at Ted Baker.
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