Fashion brand Ted Baker is gearing up for a significant comeback on the UK high street, just a short time after it faced a dramatic collapse. Reports suggest that the brand is eyeing a new store launch in London, potentially in early 2026. While details are still under wraps and not officially confirmed, this move could herald a new chapter for a brand that once thrived in the retail world.
To provide a bit of context, Ted Baker used to have a robust presence in the UK, boasting 46 standalone stores at its peak, and employing close to 1,000 people. However, the tide turned sharply when the brand’s store operator, No Ordinary Designer Label (NODL), entered administration in March 2024. By August of the same year, Ted Baker saw its final store closures in the UK alongside exits from international markets like North America and the Netherlands. It was a tough time for many who had built their careers around the brand, marking a heartbreaking shift in the retail landscape.
Since those challenging days, the parent company, Authentic Brands Group (ABG), has been working diligently to rebuild Ted Baker’s identity, but this time through collaborative partnerships rather than standalone stores. They are revamping the brand by focusing on a network of third-party relationships that can breathe new life into its reputation and offerings.
In the UK and Europe, the wholesale side of Ted Baker is now managed by Pace Partnership London, which is helmed by Ryan Llewellyn-Pace, a former MD at Barbour. Under a five-year agreement, Pace Partnership is tasked with driving sales and marketing efforts for the brand. Meanwhile, New Lobster, a subsidiary of PDS Group, continues to handle design, development, and production on a global scale.
Llewellyn-Pace has shown a commitment to the brand’s revival, bringing in reputable former colleagues from Barbour to lend their expertise in areas like marketing, sales, and business development. He recently shared his enthusiasm for the relaunch, stating, “Together, we have a very talented and strong team to bring Ted Baker back and towards our vision of making it the leading British lifestyle brand in the market.”
This bold vision isn’t just about numbers; it’s about reigniting a brand’s connection with its audience and community. For many who once adored Ted Baker’s quirky yet sophisticated styles, this prospective return offers hope. It’s a chance for the wardrobe staples that defined an era to once again grace the high street and become a part of everyday lives. As shoppers reflect on their past experiences with the brand, there’s a sense of anticipation for what the future holds. Can Ted Baker reclaim its place in our shopping hearts? Time will tell, but there’s a collective excitement for what this next chapter could bring.
Image Source: P.Cartwright / Shutterstock
