United Legwear & Apparel Co will operate an all-new Ted Baker e-commerce platform across the UK, Europe, the US and Canada. Credit: © 2024 Authentic Brands Group LLC.

Authentic Brands Group has announced a strategic partnership with United Legwear & Apparel Co (ULAC) to manage Ted Baker‘s UK and Europe e-commerce operations. 

The collaboration is set to enhance Ted Baker’s digital destination. In October 2022, the brand was acquired by Authentic Brands Group for $253.5m. 

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The partnership follows ULAC’s announcement in August 2024 that it would expand its role in handling Ted Baker’s wholesale, concession shops and e-commerce operations in the US and Canada, including men’s sportswear, golf apparel and denim.  

With the addition of the UK and Europe e-commerce operations, the partnership aims to provide a cohesive and improved shopping experience that mirrors the brand’s unique British heritage and modern appeal. 

Authentic Global sports and lifestyle president Jarrod Weber said: “Consumers value and appreciate the Ted Baker brand and its British style. We have had a strong start to our partnership with United Legwear and we couldn’t be more pleased to have a solid partner to continue Ted Baker’s story in the place where the brand began. 

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“United Legwear’s proven track record in translating global brands for the UK market makes them the ideal partner for expanding Ted Baker’s online presence in these important markets. Together, we are focused on executing a digital commerce strategy that ensures Ted Baker’s distinctive products continue to find their way into the closets of discerning consumers worldwide.” 

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Set to relaunch in autumn 2024, Tedbaker.com promises to reassert the brand’s commitment to delivering exceptional fashion and style to a global audience with a revitalised online shopping experience featuring new collections and classic pieces that showcase Ted Baker’s British charm. 

United Legwear chief operating officer Chris Volpe said: “Ted Baker is a brand that resonates with consumers who value quality, design, and individuality. Our goal is to create a seamless and engaging online shopping experience that exceeds the expectations of Ted Baker’s customers. We are confident that this relaunch will reignite excitement for the brand and set the stage for a bright and prosperous future.”