Ted Baker is reportedly working on a comeback in the British high streets: a first physical store is expected to open in London early next year. This is a remarkable turnaround for the brand that has exclusively been active online since last year.
Still a lot of uncertainty
In August last year, Ted Baker closed all its physical stores after owner Authentic Brands Group ended its partnership with AARC, the Dutch operator of Ted Baker’s European stores and webshops, due to financial issues. Since then, Ted Baker has been exclusively active in e-commerce and through wholesale. A return with its own stores would therefore be a remarkable turnaround for the brand.
British media report that sources close to the matter have reportedly confirmed that the fashion chain plans to reopen physical stores, starting in London. However, it is unclear how many stores will open and whether there will be any locations outside the capital.
Ted Baker was founded in 1988 and grew to become a chain with international repute that at its peak operated 550 points of sale. However, the global downturn in the fashion sector dealt the company heavy blows: the retailer went into administration and came under the control of the American Authentic Brands Group in 2022. The American owners have yet to respond to rumours about a comeback.
