Ted Baker is set to unveil a redesigned e-commerce platform, bringing new energy to its iconic brand in the UK and Europe. This initiative follows a strategic partnership between Authentic and United Legwear & Apparel Co., focusing on innovation and customer experience.
- The relaunch, scheduled for autumn 2024, will see United Legwear & Apparel Co. manage Ted Baker’s e-commerce operations across the UK and Europe.
- United Legwear & Apparel Co. has also taken over the design and manufacturing responsibilities for men’s sportswear, golf wear, and denim categories, extending their role beyond digital platforms.
- Chris Volpe, COO of United Legwear, aims to provide a seamless online shopping experience that aligns with Ted Baker’s values of quality and individuality.
- The transition follows the closure of Ted Baker stores and concessions in the UK and Europe after the brand’s financial difficulties earlier this year.
Ted Baker is poised for a significant transformation as it plans to relaunch its e-commerce platform later this year. The relaunch will be managed by United Legwear & Apparel Co., a trusted partner known for its ability to adapt global brands to the UK market. This move reflects a strategic effort to rejuvenate the Ted Baker brand and strengthen its presence in Europe.
On 5 August, United Legwear & Apparel Co. expanded its partnership with Authentic by taking on additional responsibilities. These include the design and manufacturing of various men’s clothing categories, as well as overseeing wholesale, concession, and e-commerce operations in the United States and Canada. This comprehensive involvement positions United Legwear as a key player in Ted Baker’s international strategy.
Jarrod Weber, Authentic’s Global President for Sports and Lifestyle, expressed strong confidence in the partnership. He highlighted United Legwear’s proven track record, stating, “We couldn’t be more pleased to have a solid partner to continue Ted Baker’s story in the place where the brand began.”
Chris Volpe, the Chief Operating Officer of United Legwear, emphasised the company’s commitment to maintaining Ted Baker’s distinctive identity. By focusing on creating an engaging and harmonious online shopping environment, the aim is to meet and exceed customer expectations, rekindling interest in the brand.
The decision to relaunch comes after the difficult decision to close Ted Baker’s physical stores and concessions in the UK and Europe. This step was taken following financial struggles that led to the brand entering administration in March. The relaunch marks a new chapter, aiming to revitalise and secure Ted Baker’s future in a competitive market.
The relaunch signifies a hopeful new beginning for Ted Baker as it navigates a competitive retail landscape.
