Earlier this year Just Style revealed the catalogue of things that went wrong for the Ted Baker brand. This ranged from a CEO controversy, reneged financial commitments, and a shift in consumer purchasing preferences.
While there were several factors at play, cost inflation, the brand's static style and a shift in consumer spending were major influences in Ted Baker's decline.
Deglise-Favre agrees that Ted Baker's product “not being aligned with consumers' preferences and needs” was a contributing factor to its demise and says that “rejuvenating the product offering towards more casual styles will be key in turning the brand's fortunes around”.
Apparel retailer Ted Baker will reportedly close its 31 remaining UK stores this week, according to the BBC and other news outlets. The company that operates the shops, No Ordinary Designer Label (NODL), has been in administration — the UK's version of bankruptcy — since March 2024.
Ted Baker has relaunched its direct-to-consumer ecommerce website for the UK after ceasing trading in August. Tedbaker.com, which ships exclusively to the UK, went live on Friday, 15 November, with a selection of AW24 women's and men's clothing and accessories.
IS TED BAKER FINISHED??? THE RISE & FALL OF AN ICONIC UK BRAND
Does Ted Baker still exist online?
As of August 2024, Ted Baker branded products will continue to be sold in other stores. In November 2024, ABG in conjunction with new operators United Legwear and Apparel, relaunched the brand online with a new website and new products.
Following its descent into administration in 2024, British retailer Ted Baker is reportedly set to return to UK high streets next year. After relaunching its website in the region back in November, the brand is now said to be eyeing a store opening in London, planned for early 2026, according to The Sun.
Ted Baker stopped accepting online orders on Sunday 4 August; Teneo has confirmed that all outstanding orders placed on or before this date have now been fulfilled.
But even before Kelvin's resignation in 2019, Ted Baker's fashion had fallen out of public favour, exacerbated by the rise in other stylish brands all catering for a similar crowd – and its inability to keep pace in terms of design and price.
For a time in the first season, Ted dates a baker named Victoria, whom he meets at a friend's wedding. She accepts a culinary fellowship in Germany, prompting a long-distance relationship, which does not last, due in large part to his persistent feelings for Robin.
Ted Baker is reportedly planning a return to the UK high street in early 2026, just over a year after shuttering all its stores and entering administration. A relaunch is in motion, with a London location expected to be among the first openings, sources close to the business told The Sun.
Most Read. Fashion brand Ted Baker is reportedly preparing to return to the UK high street, less than two years after shutting all its stores following its collapse. According to The Sun, the firm is planning to open a new store in London in early 2026, although no further details have been confirmed.
Known for its quirky advertising and signature floral prints, the brand has long been synonymous with British fashion and heritage. But in recent years, it has faced huge challenges such as fierce competition, the shift to online shopping and the departure of its founder Ray Kelvin.
After attacking Bilson with a chair, Ted is also fired from his firm and decides to start his own business where he can be free from corporate thinking.
Retail analyst Catherine Shuttleworth told the BBC that despite the long term strength of the brand, a "lack of investment combined with disappointing sales" meant shoppers found inspiration elsewhere, making the brand's "ongoing survival difficult".
The firm closed the last of its high street stores back in August 2024. Last year, much-loved fashion brand Ted Baker disappeared from UK high streets as its firm fell into administration. However, it is now being reported that the brand is set to make a surprise return early next year.
A five-year agreement since 2018 allows Delta Galil to develop, produce and distribute men's underwear, loungewear and thermal wear for Ted Baker exclusively worldwide. Don't buy Ted Baker products unless they agree to not use Delta Galil or any other Israeli manufacturer. Don't work for Ted Baker.
The news comes more than a year after the much-loved brand dramatically collapsed and shuttered all its stores in August 2024. Founded in 1988, Ted Baker was well-known in the 90s for its clothes and accessories with bold and floral designs.
However, a catalogue of things have gone wrong for the Ted Baker brand, including a CEO controversy, reneged financial commitments, and a shift in consumer purchasing preferences. So far, it would seem that its dedication to quality, detail and humour haven't been enough.
Embattled fashion retailer Ted Baker has relaunched and redesigned its UK website following its administration earlier this year. The website operates under the brand's new UK and European operator, United Legwear & Apparel Co (ULAC), and features a range of menswear, womenswear and accessories.
Ted Baker stores and concessions in the UK and Europe ceased trading in August last year, marking an end to the iconic heritage brand's 36-year presence on the high street. Ted Baker's ecommerce operations were snapped up by United Legwear & Apparel Co. and relaunched its website in November last year.
Ted Baker has an average rating of 3.3 from 270 reviews. The rating indicates that most customers are generally satisfied. The official website is tedbaker.com. Ted Baker is popular for Men's Clothing, Shopping, Fashion, Women's Clothing, Accessories.
Ted Baker's competitors and similar companies include Reiss, Dorothy Perkins, Jack Wills and AllSaints. Ted Baker Holdings is a company engaged in the retail of menswear, womenswear, and accessories. Reiss is a fashion brand and retail store chain offering menswear, womenswear, and accessories.
