Ted Baker

Summary

A quintessentially British brand, Ted Baker has grown from its origin in 1988 as a single shirt specialist store to a global lifestyle brand offering menswear, womenswear, accessories and more. Its strengths lie in diverse sources of revenue and geographic reach, high level of investment and a unique culture carried forward by a passionate workforce.

History

Founder Ray Kelvin who named the company Ted Baker after a fictitious character whom he envisioned as a fearless aviator, all-round sportsman and a dashing man who attracts princesses and Hollywood beauties — opened the first store in Glasgow in March 1988 and quickly expanded to Manchester, Sheffield, Cambridge and Nottingham Exchange Arcade. The first store in London opened in Covent Garden and the British retailer then launched its acclaimed collection of Oxford Shirts. It was a huge success as the focus was clearly on quality, attention to detail and a quirky sense of humor.

Ted Baker sets itself apart due to its distinct brand identity characterised by “Ted” who is a personification of the brand’s quirky British image. Per founder Ray Kelvin it is “an individual and quirky viewpoint on fashion which keeps the customer coming back for more.” In expansion mode, stores opened in Soho, London, Leeds Victoria Quarter and Bridlesmith Gate, Nottingham. Ted Baker became a privately owned company in 1993. Focusing on the design aesthetic, the fashion brand launched three collections: The Blue Baker, Ted Baker Woman and Ted Baker Lite. Followed by a wholesale business in the UK and stores in Button Street, Liverpool. Teddy Boy was launched, a womenswear store opened in Nottingham and Ted Baker maintained its expansion mode with store openings in Covent Garden and Leeds.

In 1997 Ted Baker became a public company. The following year was a landmark year for the fashion brand. The first standalone store opened in New York and its online store went live. This- in addition to the launch of Skinwear and Underwear. The following year stores opened in The Manchester Triangle Centre, Bluewater and Stockholm. 2000 witnessed the launch of Ted Baker Footwear and Teddy Girl. More store openings were in the scheme of things, in particular, Birmingham, Richmond, Canary Wharf and Kings Road, London. The brand diversified into sunglasses, eyewear, fragrances, watches and Ted Baker Home and then airport stores opened at Gatwick South and Heathrow astride standalone stores in Paris, San Jose, Miami, Covent Garden, Manchester and Kings Road London. In 2004 Ted Baker expanded to Australia and New Zealand and opened in San Francisco, Las Vegas, London, LA, Dallas and womenswear in New York. Closer to home, a new store opened in Nottingham.

2006 was another milestone year as Ted Baker became official suit supplier to Qantas Socceroos for the World Cup. Stores opened in Orange County, California; Dublin, Melbourne and Miami. In the UK, a store opened in Gatwicks North Terminal in addition to a womenswear boutique in Covent Garden. Two years later, an ambitious project, Ted Baker and Friends opened in London — a one-stop shop including a barber, shop shoe shining service and virtual concierge. The twentieth anniversary saw the opening of stores in Belfast, Cambridge, Heathrow T5, Westfield London, Taipei and Athens, Greece. The real triumph was being hailed as Superbrand.

In 2010 the brand further diversified into lingerie- B by Ted Baker for Debenhams- and opened a Grooming Room which offered customers the opportunity to enjoy a Turkish barber experience which the fictitious Ted discovered during his travels! An accessories pop-up named Sweet Shoppe and Ted’s Beauty Spot debuted. Overseas the brand opened in New Zealand and San Diego. It also set up shop in the US at Bloomingdale’s and El Corte Ingles in Spain. In 2012 stores opened in Tokyo, Hong Kong, Beijing, Jakarta, Kuala Lumpur, New York and Toronto astride home- from- homes in Germany, South Africa and South Korea. From Leeds to Liverpool, Toronto to Turkey, Adelaide, Abu Dhabi, Belgium, Beirut and Kuwait, there was no location Ted Baker didn’t make its presence felt. In 2014, the brand launched luggage, home, fragrance and collaborative efforts — crockery with Portmeirion, bikes with Quella, tiles with British Ceramic Tile and rugs with Brink and Campman. That year, Ted Baker opened in Birmingham, Heathrow T2, Abu Dhabi, Hawaii and Malibu.

The label celebrated its thirtieth year with the launch of its debut advertising campaign and the purchase of its headquarters in London for reported £58.25 million. What made Ted Baker a Superbrand was a clearly defined image, great collections, quality service and investment on logistics. The fashion brand is no stranger to controversy though. In response to a petition by a former employee alleging Ray Kelvin hugged employees inappropriately.. Kelvin took leave of absence in December 2018 and subsequently resigned while Lindsay Page became interim chief executive. Shortly both Lindsay Page and David Bernstein stepped down. In April 2020 Ted Baker let go of nearly two thousand employees due to the pandemic.

CEO Rachel Osborne who joined Ted Bakers in March 2020 to transform the fashion brand told Forbes: “While the impact of Covid-19 is clear in our results and has amplified some of the legacy issues impacting the business, Ted Baker has responded proactively and is in a much stronger place than it was a year ago. During the period, we delivered robust cash flow generation, fixed our balance sheet, refreshed our senior leadership team and today we are upgrading our financial targets for the second time since outlining our new strategy last summer…”

In 2022 US conglomerate Authentic Brands officially completed the acquisition of Ted Baker for £211 million. Per Retail Gazette: “Authentic Brands said it plans to leverage its network of experts and operating partners to convert the fashion retailer to a licensed business model. This includes conversations ‘with leading operators in key regions to manage the manufacturing, physical retail, ecommerce and wholesale operations of the Ted Baker business’.”

Mission Statement

Ted Baker’s mission is centered on fostering a culture of efficiency and courtesy within its workforce while upholding the luxury fashion brand’s esteemed standard of integrity. The company aims to build a successful enterprise by ensuring that every team member embodies these values in their daily interactions and professional conduct. By encouraging a respectful and effective work environment, Ted Baker seeks to enhance both internal operations and external customer experiences. This commitment to high standards is integral to the fashion brand’s reputation, influencing everything from product quality to customer service.

Maintaining Ted Baker’s high standards and integrity is a cornerstone of the company’s mission, reflecting its dedication to excellence in all aspects of its operations. This focus on integrity ensures that the brand’s values are consistently applied, fostering trust and reliability among customers, partners and employees. By prioritising these principles, Ted Baker not only aims to drive the company’s success but also reinforce its position as a respected fashion brand. The mission underscores a holistic approach to business, where ethical conduct and operational efficiency are key to achieving long-term success and maintaining a strong, positive brand image.

Vision

From the beginning British fashion brand Ted Baker has had a clear unswerving focus on quality, attention to detail and a quirky sense of humour so much so that the first stores used to provide a laundry service for every shirt purchased – something that gained the quickly growing brand the title of No Ordinary Designer Label. This quirky approach, combined with an unwavering commitment to quality, has been central to Ted Baker’s identity and success. The luxury fashion brand’s vision is to build on these core strengths, leveraging its rich heritage to drive forward its business goals.

Looking ahead, Ted Baker envisions evolving into a more cash-generative business with a higher return on capital employed. To achieve this, the luxury brand focuses on enhancing its operational efficiencies while staying true to its commitment to quality, passion and teamwork. By fostering a culture of dedication and collaboration, Ted Baker aims to continue its legacy of excellence and innovation. This vision emphasizes the importance of integrating traditional values with strategic business practices to ensure sustainable growth and a robust financial performance.

Awards and Recognition

Ted Baker has been recognized in various fashion industry awards for its design excellence and innovative approach. The brand has received accolades for its unique collections and has been featured in industry publications and fashion events. These awards highlight Ted Baker’s influence and reputation as a leading fashion brand known for its high-quality apparel and distinctive style.

Founder Ray Kelvin was awarded a CBE for services to the fashion industry in 2011. Ted Baker has earned recognition for its efforts in sustainability and ethical practices. As the fashion industry increasingly emphasizes environmental responsibility, Ted Baker’s initiatives in reducing its environmental impact and promoting ethical production practices have been acknowledged. Awards and certifications in this area reflect the brand’s ongoing commitment to improving its sustainability footprint.

Products and Services

Ted Baker offers a diverse range of products and services. The luxury fashion brand is renowned for its high-quality apparel for both men and women. The collections encompass a broad spectrum of fashion items, such as tailored suits, elegant dresses, and casual wear, all characterised by the brand’s attention to detail and distinct prints. Ted Baker also retails accessories, including stylish bags, shoes and jewellery.

Beyond its core product portfolio, Ted Baker delivers a suite of services aimed at enhancing customer engagement. This includes bespoke tailoring and style consultations, available both in-store and online. The luxury fashion brand’s commitment to quality is also reflected in its aftercare services, such as repairs and alterations. Ted Baker’s retail experience is further enriched by its distinct store design and engaging marketing campaigns, which collectively contribute to its reputation as a leading fashion brand known for both its product excellence and customer-centric approach.

Key Team

Rachel Osborne (CEO)
John Barton (Chairman)
Rebecca Singh (VP Finance)
Beth Meehan (VP Wholesale)

References

1. https://www.theguardian.com/business/2019/mar/04/ray-kelvin-ted-baker-quit
2. https://en.wikipedia.org/wiki/Ted_Baker
3. https://www.vogue.co.uk/gallery/ted-baker-celebrates-25th-anniversary-ray-kelvin-interview
4. https://www.forbes.com/sites/andrewbusby/2018/12/10/ted-baker-hugging-just-got-hurtful/
5. https://www.forbes.com/sites/kevinrozario/2020/12/07/ted-bakers-online-sales-overtake-retail-as-some-us-stores-close/
6. https://www.thetimes.co.uk/article/former-boss-ready-to-dress-ted-baker-for-private-party
7. https://www.bbc.com/news/business-46417578
8. https://www.standard.co.uk/business/business-news/ted-baker-chief-executive-chairman-profits-a4309291.html
9. https://www.forbes.com/sites/katehardcastle/2021/06/14/ted-baker-troubles-fashion-retailer-hits-100-million-loss-amid-turnaround-plan/
10. https://www.forbes.com/sites/kevinrozario/2020/12/07/ted-bakers-online-sales-overtake-retail-as-some-us-stores-close/