Ted Baker has reintroduced its ecommerce platform in the UK following a challenging period of administration, marking a fresh start for the brand.
- The relaunch, managed by United Legwear and Apparel, signals the brand’s first major move under new management post-collapse.
- Focused on its classic British charm, the new site offers a modernised shopping experience while initially serving UK customers.
- Plans to expand to a wider European audience are underway, promising broader access to the brand’s offerings.
- This strategic shift aims to reinvigorate Ted Baker’s digital presence with improved design and user navigation.
Ted Baker, the well-known fashion brand originating from Glasgow, has successfully re-envisioned its ecommerce site. The relaunch follows a period of administration, aiming to revitalise its presence in the market. The new site, tedbaker.com, features an all-encompassing range of menswear, womenswear, and accessories, confined to the UK market at present.
The initiative represents a strategic effort by United Legwear and Apparel Company (ULAC), which took over the brand’s online operations in the UK and Europe after being appointed by Ted Baker’s owner, Authentic. This move comes after the previous operator, No Ordinary Designer Label, entered administration in March.
A spokesperson for Authentic commented on the relaunch, highlighting the integration of Ted Baker’s signature British style into the digital space. The site is designed to provide a seamless and fresh shopping experience with intuitive navigation, making the brand’s popular categories more accessible to consumers.
While the UK enjoys the benefits of the newly developed platform, there are plans to extend this digital transformation across Europe. The promise of European sites ‘coming soon’ suggests a broader vision for the brand’s future.
This development marks an important chapter in Ted Baker’s history, striving to maintain its appeal and grow its customer base despite previous setbacks.
Ted Baker’s new ecommerce site shows a decisive step towards revitalisation and expansion within the digital sphere.
