Authentic selects partner to manage Ted Baker’s online operations in UK and Europe
Authentic Brands Group has selected longstanding partner United Legwear & Apparel Co. to manage Ted Baker’s ecommerce operations in the UK and Europe.
The move follows news last week of the closure of all Ted Baker stores in the UK and Ireland after the brand’s UK and European retail and online arm appointed administrators in March.
Earlier this month, Authentic also announced that United Legwear would take on Ted Baker’s wholesale, concession shops and ecommerce operations in the US and Canada, as well as the brand’s men’s sportswear, golf apparel and denim.
In a statement this week, Authentic said Ted Baker fans can expect to see an “exciting and refreshed” online shopping experience this autumn, with an array of new collections.
Jarrod Weber, global president, sports and lifestyle at Authentic, said: “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.”
Chris Volpe, chief operating officer of United Legwear, added: “We are honoured to partner with Authentic to relaunch Ted Baker’s ecommerce platforms in its birthplace.
“Our goal is to create a seamless and engaging online shopping experience that exceeds the expectations of Ted Baker’s customers.”
