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 Timeline

About Us Section Menu

Quintessentially British and renowned for its perfect mix of distinctive design, beautiful quality and unconventional creativity, everything Ted Baker does is liberally spiced with its irreverent sense of humour and unswerving attention to detail.


The idea for a global brand came to Ted whilst fishing.


Ted’s first store opened in Glasgow, quickly followed by Manchester, Sheffield, Cambridge and Nottingham Exchange Arcade.


The first London store started trading in Covent Garden.


Launch of Ted’s Oxford Shirts Collection


Ted opened stores in Soho, London, Leeds Victoria Quarter and Bridlesmith Gate, Nottingham. And Ted Baker became a privately owned company.


Ted entrusted the brand to others and launched his wholesale business in the UK. Ted also opened a new store in Button Street, Liverpool.


We launched the Ted Baker Woman and Ted Baker Lite lines.


Ted began wholesale trading in the USA at Magic 1996 and, shortly afterwards we launched Teddy Boy, or ‘small cuts dressed by Ted’. Te then opened a womenswear store in Nottingham and extended the stores in Covent Garden and Leeds.


Ted Baker became a public company – Ted Baker Plc, trading as ‘No Ordinary Designer Label Limited’. We also extended and refurbished his stores in Liverpool and Glasgow.


Ted opened his very first standalone store on American soil in New York, and went live for the first time. Launches for Skinwear and Underwear also made for an exciting corker of a year.


The year of the legendary Endurance suit. Ted also launched a new women’s fragrance, and his online store traded for the first time. Ted then opened a womenswear store in Manchester, a store in Bluewater and his first location in Stockholm.


Ted launched Ted Baker Footwear collection, moved to a new home, The Ugly Brown Building, and opened the largest Ted Baker store to date in Birmingham. New stores in Richmond, Canary Wharf and King’s Road, London also made their debut.


Ted’s jean collection as well as his Sunglasses and Eyewear collections launched. Pentland signed the licence agreement for Ted Baker Footwear. Ted opened yet another store in Sheffield as well as his first airport store at Gatwick South.


Stores opened in Heathrow, Paris, San Jose, Miami and a new flagship store in Covent Garden. Two new fragrances, ‘M’ and ‘W’, were unveiled, and Ted Baker Home and Watches also launched. In November, Ted became the sponsors of Team Bath, the first university football side in 113 years to play in the first round of the FA Cup.


Global, Ted’s luxury collection, was launched along with a limited edition fragrance of the same name. A three floor standalone store was opened in Manchester, as well as a move to another store in King’s Road, London.


Ted took his first steps into Australia and New Zealand, as well as opening new stores in San Francisco, Las Vegas, Regent St, London, Stansted airport and Guildford. The new Phantom collection was unveiled, together with the launch of a new Ted Baker fragrance, ‘Secondskin’. What’s more, we opened our Westbourne Grove ‘Best in Show’ boutique.


Ted launched ‘Secondscent’, a new women’s fragrance, the exclusive to Boots Bodywear collections and Archive, his classic shirt and tie collection. Ted also signed three new licence agreements for Asia and the Middle East, while new export partners for Benelux came on board. Ted also expanded further into USA with openings in Los Angeles, Dallas, and a new womenswear store in New York. Closer to home, we had a new store in Nottingham, as well as renovations to the Heathrow store and Selfridges London concession.


Ted became the official suit supplier to the Qantas Socceroos for the World Cup. Ted supported his home side with a limited edition ‘Pride of England’ Skinwear bottle and also launched another extraordinary new fragrance, ‘XO’, for men and women. Ted also introduced the MKIII Endurance suit, using the best in performance fabrics and contemporary designs. New export partners for Spain, Portugal and Andorra joined us, and another store opened in Orange County, California plus the womenswear concession in Selfridges London was updated.


Another action packed year. Eleven new locations were unveiled overseas, with stores in Dublin, Melbourne, and Miami. Here in the UK, Ted opened a store in Gatwick’s North Terminal, plus an exquisite womenswear boutique in Langley Court, Covent Garden. By the end of the year, we’d launched the Pashion menswear collection and Livewire Endurance suits. Not to mention our childrenswear collection with Debenhams; Baker by Ted Baker. To top it all off, we created a jewellery line and two mobile phones – The Button and The Needle.


This year, Ted’s biggest project was opening Ted Baker & Friends, a one-stop shop in Cheapside, London. The store included a barber, shoe shining service and virtual concierge. Ted’s 20th year also saw him open eight more standalone locations, including stores in Belfast, Cambridge, Heathrow T5 and two in Westfield London – one of which offered Ted’s exclusive Pashion menswear collection. Ted also opened his first store in Athens, Greece and the icing on the cake? Being awarded Superbrand status – proof that Ted was considered one of the top 500 brands in the UK.


The summer of 2009 saw the launch of Born – Ted’s casual menswear collection – which created quite a stir. Meanwhile, Ted opened his third store in Taiwan, located in Taipei 101 – a skyscraper hailed as one of the Seven New Wonders of the world. What’s more, Ted opened a new outlet in Orlando and a new home for his menswear concession in Selfridges London. New stores also opened in Boston, USA and Chadstone, Australia, and the launch of B by Ted Baker – a lingerie collection created exclusively for Debenhams.


Ted opened his first standalone Ted’s Grooming Room in Holborn and launched his extraordinary new fragrances, Langley & Pashion. A brand-spanking new US website (as well as stores in NYC, Santa Monica, Scottsdale & Chicago) also opened for business and the world’s first Twitter operated styling studio – ‘Take on Ted’ – hit the headlines.


The year began with a Royal fanfare when the Closest Man to Ted, Ray Kelvin, was awarded a CBE by Her Majesty Queen Elizabeth for services to the fashion industry. In the UK, Ted’s store in Bluewater got bigger and better, and two brand new stores also arrived in Manchester (Trafford and Spinningfields). Ted’s Sweet Shoppe, a mouthwatering pop-up store for Ted’s delicious accessories, and Ted’s Beauty Spot (the perfect place for sitting pretty) also made their acclaimed debut.

Overseas, Ted said “je t’aime” to his new (St Germain) and improved (Le Marais) stores in Paris, and opened his doors for the first time in New Zealand and San Diego. Phew! Oh and if that wasn’t enough, Ted also made himself a home from home in the USA at Bloomingdale’s and El Corte Ingles in Spain/Portugal.


In a memorable year in which London staged both HM the Queen’s Diamond Jubilee and the 2012 Olympics, Ted exporTed his own British style around the world with new stores in Tokyo, Hong Kong, Beijing, Jakarta, Kuala Lumpur, New York Fifth Ave and Toronto, his first Canadian store. Ted also opened new ‘home from homes’ in Germany, South Africa and South Korea and, closer to home, moved into an exclusive Knightsbridge address. Ted’s Grooming Room also expanded with the ‘appointment only’ Ottoman Lounge in Holborn, a new location in London’s Fitzrovia and the launch of a splendid range of products to keep gents looking trim and proper.

Matching traditional styles and fabrics, Ted’s Tight Lines collection cast off in style, as did his ‘In Bed with Ted’ bedding range and ‘Squintessential’: a recollection of classic vintage eyewear designs with a modern twist. Last but not least, the continued growth of Ted’s Sweet Shoppe and the debut of Ted’s Workshop for dapper gents saw his accessories collections go from strength to strength.


Ted celebrated his 25th anniversary by sharing stories from his adventures ‘around the world in 25 years’ and spent the year opening more new stores and concessions in more countries than ever before. From Leeds to Liverpool, Toronto to Turkey (Istanbul and Ankara), Adelaide and Abu Dhabi, the hits just kept on coming. Belgium and Beirut also got the Ted treatment, not to mention two new stores in Kuwait. From one more in Dubai to three stunners in Shanghai… even Hong Kong saw a completely refurbished Pacific Place and a brand new store in Festival Walk. In 12 short months, more customers than ever before had picked up pieces from Ted’s stylish SS13 Finishing School and Take the Scenic Route AW13 collections… and experienced that extra something that makes Ted No Ordinary Designer Label.


In the year that saw Ted Getting in on the Act and Taking the Lead, Ted imparted his inimitable eye for style to luggage, home fragrance and audio, as well as launching collections for those with a head for heights (T for Tall, with champion swimmer and great friend of Ted, Mark Foster), a need for speed (Wiggle), an eye for luxury (Global: Luxe), and a bustling journey to work (Commuter).

In the same year, Ted got a makeover fit for royalty at Regent Street – as well as dazzling with the Royal Mint pop-up in Selfridges, which showcased his most sparkling finery in all its glory. This was also the year we clocked on at a new Birmingham Bullring store, raced to Yas Mall and took a fashionable flight of fancy at Heathrow T2; cut a dash at the brand new Ted’s Grooming Room in Soho and were ‘reinvenTed’ in the city that was home to the first ever Ted Baker store: Glasgow.


As we celebrated 20 years of Ted Baker’s womenswear collection, 2015 was full of exciting firsts. The year started on a high as Ted added another Grooming Room to his line-up, this time on Mortimer Street. In March, Ted Baker’s friends at Nordstrom recognised the brand with the esteemed Partner in Excellence award, celebrating exemplary quality and service.

Next, Ted set his sights on Amsterdam, staging a takeover of De Bijenkorf, before hopping on a plane and launching a bonza new transactional Australian site. Back on home soil, Ted Baker & Moore – a one-of-a-kind store shining a spotlight on the wider world of Ted – opened on East London’s Commercial Street.

Following a stylish collaboration that saw Ted Baker dress British tennis ace James Ward for the grand slam circuit, we spent the summer Having a Ball with his tennis-inspired pop-up in Westfield.

2015’s new ventures with licensees added yet more strings to Ted’s bow, each collection cementing Ted Baker’s reputation as a fully-fledged lifestyle brand. First came a collection of crockery with Portmeirion and a range of beautiful British bikes with Quella, followed by tiles and rugs with British Ceramic Tile and Brink & Campman, respectively. Making his debut with standalone stores in Hawaii, Malibu and Amsterdam, as well as launching the Bowtiful, Ted Baker & Chums and Ted’s a Wrap pop-ups, Ted ensured the successes kept on coming, all the way into 2016.


In a year marked by innovation, collaboration and milestone achievements, Ted broke more new ground than a runaway plough
– a rather analogue analogy given his earnest shift into digital. After a throwback stint in sunny Scarborough for SS16, Ted got serious... sort of. Going all-in on a fully ‘shoppable’ AW16 campaign lm dubbed Mission Impeccable, this stylish espionage thriller boasted director Guy Ritchie as Executive Producer and became the season’s main event.

Continuing the technical wizardry, Ted partnered with none other than Google on some crafty spy-themed window displays, utilising a world- first application of Voice Search to run a prize draw. With yet another candle on the cake, a teary-eyed Ted saw his womenswear collection come of age, 21 years after launch, and Colour by Numbers, a directional new line for women made its vivid and much-lauded debut. Setting the table for newcomers, Ted welcomed𠊊 fancy new cutlery range into his fine crockery collection, plus a trio of new Sweet Treat fragrances for girls. As always, the fresh brick and mortar came thick and fast with over 20 standalone stores from Calgary to Cairo, NYC to Nanjing and beyond, not to mention three new Grooming Rooms in London Town.


To paraphrase Sinatra: When it was ‘17, it was a very good year. Coming out swinging, Ted teed up a technical golf collection and knocked it out the park early. We spent SS17 Keeping Up with the Bakers, and it wasn’t long before Ted’s through-the-keyhole 360 VR experience, gossip-fuelled social campaign and nosey neighbour windows became the talk of the town. Always a bridesmaid never a bride, Ted finally caught the proverbial bouquet with a beautiful Tie the Knot Bridal collection, while we kicked back with luxury loungewear from Ted Says Relax, and cottoned on to Cottoned On, Ted’s architecture-inspired womenswear capsule.

There was shiny new systems and infrastructure: Ted went on an extraordinary adventure with AX, then cut the ribbon on a mega distribution centre to keep the parcels flowing. For AW17, womenswear went intergalactic while menswear came down to earth, getting its own dedicated Instagram channel to boot. Two swanky new ranges were unveiled: Precious Wonders, a fine jewellery range for ladies; and Well Heeled, Italian-made handcrafted footwear for gents, while new smells came courtesy of Tonics, a trio of men’s aftershaves inspired by precious metals.

Ted’s Grooming Room was tweeted to a spot in Canary Wharf, as well as a fresh look and formula to its product range. As for stores: On the home front, we steamed into nearby St. Pancras with a railway-inspired store, took a punt on Oxford Westgate and opened a second village-within-a-village at Bicester, while overseas we gained ground in Miami, Tokyo, Sydney, Paris and Kuala Lumpur. Crikey. Another jam-packed year. Think we’re going to need a bigger boat.


Celebrating Ted’s 30th Anniversary was always going to make 2018 a big’un, but no-one had any idea just how big it was going to get when the year began.

Ted began by making thing shipshape, mooring up his very own barge outside Tedquarters. His SS18 womenswear regally nodded to Britain’s historic royal palaces, while menswear went all-out colourful, and alongside his now-established diffusion collections, Ted was thinking pink with the rosy ‘Back to the Fuchsia’ collection. Getting into the swing of celebrating, Ted released a selection of logo sweatshirts from his archive, as well as bringing Lingerie and Kidswear to for the first time. As the year progressed, and Ted kicked up a fuss about the World Cup, his AW18 collections landed in stores, with womenswear’s ‘Great Unexpectations’ taking in some of the globe’s most glorious gardens, while menswear remained rooted in the concrete jungle. ‘The Shirtfather’, Ted’s make-your-own shirt project launched, alongside a sparkly Swarovski collection and Ted’s first premium women’s fragrance, Est. ’88, inspired by a new generation of empowered women. Ted’s Travel Tonics fragrances c also launched, alongside collections of graphic towels, wireless chargers, and Colour By Numbers stationery.

The celebratory mood continued in Ted’s stores as ever, with British openings taking in a travel theme from London Bridge station to Gatwick and Luton airports, as well as outlets in Bridgend and ICON at The O2. Ted’s Grooming Rooms opened up in Canary Wharf and London’s Dorset St too. Internationally, Ted’s been on a whistlestop tour to destinations near and far, taking in Kazakhstan, Orlando, Mexico City, Kiev, Beijing, Barcelona Airport, South Korea, Austin, Dubai, Singapore, and New Delhi as well as European outlets in Italy, France and Germany. The global party continued as Ted inaugurated his new American distribution centre, and customers said Bonjour, Guten Tag, and Hola to French, Germany and Spanish versions of, respectively.

Back on home turf, Ted made the big decision to bring his footwear team in-house after many years with Pentland, as well as inking a deal with international watch suppliers Timex. A grand extravaganza closed the year, with Ted’s Christmas Party campaign showcasing festive celebration skills. As if that wasn’t enough, Ted rounded off his 30th year with a momentous undertaking: His first advertising campaign. Running across everything from billboards to buses to magazines, it features plenty of his signature humour and one of his iconic womenswearpieces. Now, onto planning the next 30…and beyond!