Outlet in Commercial Street showcases licensed collections.
High-end fashion retailer Ted Baker is looking to highlight its growing licensed portfolio, following the opening of its new Ted Baker & Moore outlet in London’s Commercial Street.
Opened in the summer, the store was designed as a way to showcase the vast array of licensed partner collections. The company’s multi-product licensing programme is one of its biggest growth areas and it now has 17 partners.
This year alone the Ted Baker brand has added crockery (Portmeirion), bedding (Ashley Wilde), bicycles (Quella), tiles (British Ceramic Tiles) and is about to launch rugs (Brink & Campman). Other licensees include Geneva (watches), Mondottica (eyewear), Pelham (luggage), Pentland (footwear), Simon Harrison (jewellery) and Debenhams (kids and lingerie/sleepwear) among others.
Further recognition for the brand came when it picked up the Best Licensed Home, Décor, Tableware or Housewares Range for The Fine Collection Rosie Lee and Best Brand Licensed Property at The Licensing Awards last month.
“We hope that the new retail concept, which includes a focus on clothes, albeit a small one, will help to create awareness of what we do across the board, with some of our partners using the opportunity to offer limited edition and exclusive items,” said Paul Burden, head of product licensing at Ted Baker.
“The store is very organic and modular, with lots of scope to come up with new ideas. Also, it’s in a very trendy area, a magnet for tourists, so commercially it’s a good opportunity for the business too.”
