Once a staple of British fashion retail, Ted Baker is poised to stage a major comeback on the UK high street. Sources suggest the iconic brand is planning to open a new London store by early 2026—a promising sign after its dramatic fall from grace just two years ago.
At its peak, Ted Baker operated 46 standalone stores across the UK and employed nearly 1,000 people. Its quirky-yet-polished aesthetic made it a favorite for shoppers seeking distinctive, quality fashion. But the tide turned abruptly in March 2024 when its retail operator, No Ordinary Designer Label (NODL), entered administration. The fallout was swift: by August, every remaining UK store had shuttered, and the brand exited major markets including North America and the Netherlands.
Despite the closures, Ted Baker was never truly gone. Its parent company, Authentic Brands Group (ABG), has spent the past year rethinking how to reposition the label—not by reopening dozens of stores, but by embracing a collaborative model focused on strategic partnerships.
In the UK and across Europe, wholesale operations are now led by Pace Partnership London, a firm spearheaded by Ryan Llewellyn-Pace, a seasoned executive who previously held leadership roles at heritage brand Barbour. Under a five-year deal, Pace is responsible for rebuilding the brand’s retail and marketing footprint through select distribution channels, not the costly brick-and-mortar model of the past.
Meanwhile, product development and design are in the hands of New Lobster, a division of global sourcing powerhouse PDS Group. Together, these partners aim to breathe new life into Ted Baker with a more agile, digitally savvy approach to fashion retail.
Llewellyn-Pace has expressed confidence in the team’s ability to restore the brand’s legacy. “We’ve assembled a talented group of people with deep roots in British fashion,” he said. “Our vision is to re-establish Ted Baker as the go-to lifestyle brand in the UK—one that balances heritage charm with modern relevance.”
The potential new London store, while unconfirmed, would be a significant milestone in that journey. It would mark Ted Baker’s first physical retail space in the UK since the closures in 2024, signaling renewed confidence in the high street and in consumer appetite for the brand’s signature blend of tailored playfulness and accessible luxury.
For longtime fans, the idea of a Ted Baker resurgence is more than just retail news—it’s a nostalgic reminder of the brand’s heyday and a hopeful glimpse into its next chapter. Whether the relaunch can recapture that magic remains to be seen, but the buzz building around a 2026 debut suggests that many are ready to welcome it back.
As British retail continues to adapt in a shifting economy, Ted Baker’s potential return highlights a broader trend: legacy brands are finding new life through collaboration, digital transformation, and a renewed understanding of what today’s shopper wants. If Ted Baker gets this next move right, it could once again be a name that defines British style on the high street.
Image Source: P.Cartwright / Shutterstock
