Since 1988, the brand has grown steadily from its origins as a single shirt specialist store to the global lifestyle brand it is today.

Ted's Aim & Strategy

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Our strategy is to become a leading global lifestyle brand, based on three main elements:

  1. Considered expansion of the Ted Baker collections. We review our collections continually to ensure we anticipate and react to trends and meet our customers’ expectations. In addition, we look for opportunities to extend the breadth of collections and enhance our offer;
  2. Controlled distribution through three main channels: retail; wholesale; and licensing. We consider each new opportunity to ensure it is right for the brand and will deliver margin led growth; and
  3. Carefully managed development of overseas markets. We continue to manage growth in existing territories while considering new territories for expansion.

Underlying our strategy is an emphasis on design, product quality and attention to detail, which is delivered by the passion, commitment and skill of our teams, licence partners and wholesale customers (“trustees”).

Everything produced under the Ted Baker name has Ted's personality woven into its very heart and we always ask ourselves the question...

Would Ted do it that way?

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