A British fashion brand has made its grand return to the high street, just two years after disappearing and closing every store. Ted Baker, founded in Glasgow, had been a staple for almost four decades.
At the height of its success, it operated more than 500 stores worldwide and was considered a luxury brand. However, in March 2024, it closed down all of its physical stores after the firm behind the retailer, No Ordinary Designer Label (NODL), appointed administrators. By August, the firm had vanished from the high street, operating only online. As of yesterday (May 6), Ted Baker has officially returned with a physical presence. It has opened the doors to a new shop-in-shop in an iconic British shopping location. Boasting a “less than traditional” design, it brings back the brand’s quirky reputation. Located in the Selfridges in Manchester’s Trafford Centre, the new boutique marks “a key moment in the brand’s continued expansion across premium retail destinations”. Designed to be more like a walk-in wardrobe, the store is said to offer shoppers an immersive experience.
It does so by operating as a “physical expression” of the designer brand’s latest summer campaign dubbed “bringing the light”. Blending together contemporary silhouettes with local nuance and a sun-warmed palette, it offers a chance to fully experience “unmistakable British style.”
For the fashion-obsessed shoppers, the shop-in-shop offers a fully interactive experience by mixing together elements of light, shadow, texture, bringing together the “energy of a Manchester evening”.
It features a new curated edit of ready-to-wear pieces for summer occasion dressing, with lifestyle items and accessories included. Blending hand-painted florals and 90s-inspired designs, it brings together the brand’s British heritage and signature aesthetics.
The opening has been supported by an amplified in-store presence across the Selfridges store itself. This has included high-impact billboard displays and digital screens to represent its playful British humour, alongside references to its iconic emblem, the humble pigeon.
Founded in 1988, Ted Baker initially started out as a menswear store specialising in shirts. It then expanded into womenswear in 1995, before branching out into lifestyle items, accessories, eyewear and much more.
However, it went on to experience some financial difficulties, as it axed hundreds of jobs in 2020 and raised £100million to shore up its balance sheet. It’s last collapse came about after a deal between owner Authentic Brands Group (ABG) pulled out of a deal with a Dutch operating partner.
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