Ted Baker – No Ordinary Designer Label

About the brand:

First launched as a shirt specialist then quickly became the place to buy some of the very best contemporary men’s shirting around.

From the beginning Ted has had a very clear focus on quality, attention to detail and a quirky sense of humour, so much so in fact that the first stores used to provide a laundry service for every shirt purchased – something that gained the quickly growing brand the title of ‘No Ordinary Designer Label’. Everything produced under the Ted Baker name has his personality woven into its very heart.

As you would expect from Ted, the approach to marketing the brand remains the same as it was from day one … primarily by word of mouth and out of the ordinary marketing. Ted remains one of the only brands to be built into an international designer label without an advertising campaign.

As Ted chooses not to advertise, he must do everything he can to support the collections in a more consistent, different and fun manner.

  • Ted Baker is one of the fastest-growing leading lifestyle brands in the UK.
  • The collections have expanded rapidly since its beginnings as a menswear brand in Glasgow in 1987.
  • Today Ted Baker offers a wide range of collections including: Menswear, Womenswear, Global, Endurance, Accessories, Fragrance, Skinwear, Footwear, Eyewear and Watches.
  • Ted Baker has a portfolio of stores in the UK and the USA and is also present in leading department stores.
  • After signing three new territorial license agreements in 2006 and initially opening stores in Hong Kong, Singapore and Dubai we’ve continued our expansion in 2007 with the opening of a further store in Hong Kong, Singapore, Bangkok, three in Kuala Lumpar and two each in Dubai and Jakarta. We also have locations in Taiwan and Bangkok.

Teds Timeline:

1987 – The idea for a global brand came to Ted whilst fishing.

1988 – We opened our first store in Glasgow, quickly followed by King Street, Manchester and Nottingham Exchange Arcade.

1990 – The first London store started trading in Covent Garden and the company was bought outright from Goldberg and Sons.

1992 – The Blue Baker collection was launched.

1993 – We opened stores in Soho, London, Leeds Victoria Quarter and Bridlesmith Gate, Nottingham. What’s more, Ted Baker became a privately owned company.

1994 – We entrusted the brand to others and launched the wholesale business in the UK. We also opened a new store in Button Street, Liverpool.

1995 – We launched the Ted Baker Woman and Ted Baker Lite lines.

1996 – We began wholesale trading in the USA at Magic 1996. Shortly afterwards we launched Teddy Boy, or ‘small cuts dressed by Ted’. We then opened a womenswear store in Nottingham and extended the stores in Covent Garden and Leeds.

1997 – Ted Baker became a public company – Ted Baker PLC, trading as ‘No Ordinary Designer Label Limited’. We also extended and refurbished the stores in Liverpool and Glasgow.

1998 – What a corker. We opened our very first standalone store on American soil in New York, and www.tedbaker.co.uk went live for the first time. Launches for Skinwear and Underwear made for an exciting year.

1999 – The Endurance suit was created – a legend was born. We launched a new Woman fragrance, and the online store trades for the first time. We then opened a womenswear store in The Manchester Triangle Centre, a store in Bluewater and our first location in Stockholm.

2000 – We launched the Ted Baker Footwear and Teddy Girl collections. We moved to our new home, The Ugly Brown Building, and signed the US licence with Hartmarx Corp. Furthermore, we opened the largest Ted Baker store to date in Birmingham, as well as new stores in Richmond, Canary Wharf and King’s Road, London.

2001 – The Sunglasses and Eyewear collections were launched and Pentland signed the licence agreement for Ted Baker Footwear. We opened our first airport store at Gatwick South and saw Ted Baker join Bloomingdale’s in New York thanks to our friends across the pond. We also launched the jean collection, as well as opening yet another store in Sheffield.

2002 – This was a busy one. We opened stores in Heathrow airport, Paris, San Jose and Miami, as well as a new flagship store in Covent Garden. Two new fragrances, ‘M’ and ‘W’, were unveiled, and Ted Baker Home and Watches were launched for autumn. In November, we became the sponsors of Team Bath, the first university football side in 113 years to play in the first round of the FA cup.

2003 – Our luxury collection, Global, was launched along with its own limited edition fragrance of the same name. A three floor standalone store was opened in Manchester, as well as a move to another store in King’s Road, London.



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