Authentic Brands Group has confirmed a new partnership with United Legwear & Apparel, which will see the re-opening of Tedbaker.com in the UK.
The move will see ULAC – which is a longstanding partner of ABG – manage the e-commerce operations for Ted Baker in the UK and Europe, reported The Industry.Fashion.
ABG had previously named three new licensees for the Ted Baker brand in the US and Canada, which is said would “secure its future” in those markets.
The UK arm of the business, meanwhile, remains in administration, with plans proposed to close its remaining UK stores.
Despite the administration of the UK business, ABG remains the owner of the brand’s intellectual property. It has previously said it remains committed to the brand and is actively seeking a new partner for the UK.
ULAC said that it would take on Ted Baker’s wholesale, concession shops and e-commerce operations in the US and Canada, as well as the brand’s men’s sportswear, golf apparel and denim.
“Consumers value and appreciate the Ted Baker brand and its British style,” commented Jarrod Weber, global president of sports and lifestyle at ABG. “We have had a strong start to our partnership with United Legwear and we couldn’t be more pleased to have a solid partner to continue Ted Baker’s story in the place where the brand began.
“United Legwear’s proven track record in translating global brands for the UK market makes them the ideal partner for expanding Ted Baker’s online presence in these important markets. Together, we are focused on executing a digital commerce strategy that ensures Ted Baker’s distinctive products continue to find their way into the closets of discerning consumers worldwide.”
Chris Volpe, coo at United Legwear, added: “We are honoured to partner with Authentic to relaunch Ted Baker’s e-commerce platforms in its birthplace. Ted Baker is a brand that resonates with consumers who value quality, design and individuality. Our goal is to create a seamless and engaging online shopping experience that exceeds the expectations of Ted Baker’s customers. We are confident that this relaunch will reignite excitement for the brand and set the stage for a bright and prosperous future.”
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