Ted Baker Partners with ULAC for Ecommerce Relaunch

Ted Baker's owner, Authentic Brands Group, has announced a partnership with United Legwear & Apparel Co. (ULAC) to manage its e-commerce operations in the UK and Europe, set to relaunch in autumn 2024. This decision follows the closure of all Ted Baker stores in the UK after a series of administration issues stemming from weak sales and rising debt. ULAC, already managing Ted Baker's North American operations, is seen as a solid partner to restore the brand's online presence and enhance customer experience. Authentic's global president, Jarrod Weber, expressed confidence in ULAC's ability to navigate the UK market effectively. This partnership comes after failed talks with Frasers Group and the collapse of Ted Baker's previous partner, No Ordinary Designer Label, leading to significant job losses. The brand aims to reignite consumer interest and capitalize on its British heritage through a unified e-commerce strategy.