Ted Baker parent company Authentic Brands Group (ABG) has announced a partnership with America’s United Legwear and Apparel (ULAC) to “restore its digital destiny” for Ted Baker, according to an ABG press release.
ULAC will become ABG’s ‘solid’ partner and will oversee Ted Baker’s e-commerce activities in the UK and Europe. ABG will remain the owner of the brand’s intellectual property.
Ted Baker is still in trouble. The company has had to close its UK stores, resulting in the loss of more than 500 jobs. This follows previous closures that left 200 people jobless and a failed takeover attempt by Frasers Group. In addition, the bankruptcy of UK partner No Ordinary Designer Label (NODL) also contributed to the brand’s problems.
To remedy the situation, Ted Baker has announced a strategic partnership with ULAC. The partnership includes the relaunch of Ted Baker’s online operations in the UK and Europe. This fall, consumers can expect an “exciting and reimagined online shopping experience,” with new collections that reflect Ted Baker’s signature British charm.
Editor’s Note: This article was updated on Wednesday, August 28 at 12:02 a.m. after receiving a press release confirming the news.
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