Since 1988, the brand has grown steadily from its origins as a single shirt specialist store to the global lifestyle brand it is today.

Ted's Aim & Strategy

About Us Section Menu

Our strategy is to become a leading global lifestyle brand, based on three main elements:

  1. Considered expansion of the Ted Baker collections. We review our collections continually to ensure we anticipate and react to trends and meet our customers’ expectations. In addition, we look for opportunities to extend the breadth of collections and enhance our offer;
  2. Controlled distribution through three main channels: retail; wholesale; and licensing. We consider each new opportunity to ensure it is right for the brand and will deliver margin led growth; and
  3. Carefully managed development of overseas markets. We continue to manage growth in existing territories while considering new territories for expansion.

Underlying our strategy is an emphasis on design, product quality and attention to detail, which is delivered by the passion, commitment and skill of our teams, licence partners and wholesale customers (“trustees”).

At Ted Baker, the approach to marketing the brand remains the same as it was from day one, and that's primarily by word of mouth and an unconventional approach. Ted Baker remains one of the only brands to be built into an international designer label without an advertising campaign. As it chooses not to advertise, it must do everything it can to support the various collections in a more cohesive, interesting and quirky manner. From employing witty, eclectic and engaging window displays to amusing in-store giveaways and one off unique events and digital initiatives.

Everything produced under the Ted Baker name has Ted's personality woven into its very heart and we always ask ourselves the question...

Would Ted do it that way?