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Ted Baker is one of the fastest-growing leading lifestyle brands in the UK. The collections have expanded rapidly since its beginnings as a menswear brand in Glasgow in 1987. Founder Ray Kelvin, who named the company Ted Baker,
Today, Ted Baker provides a wide range of collections, including those for men and women, as well as for accessories, fragrance, skinwear, footwear, eyewear, watches, global, endurance, pashion, and langley. Ted Baker maintains a collection of retail outlets situated in both the United Kingdom and the United States, in addition to its presence within prominent department stores. It has business presence across Europe, North America, Asia, the Middle East and Australasia. Ted Baker is headquartered in London, the UK.
Ted Baker sets itself apart from other fashion retailers 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 that 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 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.
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.
To build a successful company by encouraging team members to conduct themselves in an efficient and courteous manner and by maintaining Ted’s high standards and integrity.
Building on its strengths and traditions to create a more cash generative business with a higher return on capital employed.
CEO: Rachel Osborne
Creative Director: Anthony Cuthbertson
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