Ted Baker has made a notable return to the UK high street with the launch of a new shop-in-shop at Selfridges Manchester Trafford, nearly two years after closing all its standalone stores across the country.
New Boutique Concept
The boutique concession offers a carefully curated selection of fashion, accessories, and lifestyle items, with a particular emphasis on summer designs and vibrant prints. According to the brand, the space is designed to feel "less like a traditional shop floor and more like the walk-in wardrobe of the ultimate Ted woman."
Key pieces on display include the Rasher Printed Ottoman Mini Dress, priced at £179, the Antya Textured Puff Sleeve Mini Dress at £229, and tailored separates such as the Ambita Tailored Blazer (£299) paired with the Platy Front Pleat Wide Leg Trousers (£179).
Background of the Brand's Decline
This comeback follows the collapse of No Ordinary Designer Label (NODL), the company that operated Ted Baker's UK stores, which entered administration in March 2024. The last of its 46 stores closed in August 2024, marking a significant low point for the brand.
Ted Baker originally launched as a menswear label in 1988 and at its peak boasted 550 shops and concessions worldwide. Before its administration, the brand employed approximately 975 people in the UK.
New Ownership and Online Revival
The intellectual property of Ted Baker is still owned by US-based Authentic Brands Group, which acquired the brand for £211 million in October 2022. The online store for Ted Baker reopened in November 2024 after Authentic struck a new deal with United Legwear and Apparel Co (ULAC) to manage its e-commerce operations in the UK and Europe. ULAC already handles Ted Baker's business in the US and Canada and has partnerships with other major brands such as Skechers, Puma North America, Scotch & Soda, and DKNY.
Broader Retail Comeback Trend
Ted Baker is not alone in its high street resurgence. Claire's, the accessories retailer, is reportedly planning to open 50 new stores in the UK, just days after closing all 154 of its existing sites. Administrators at Kroll announced the closures last month, which will result in around 1,300 redundancies.
However, according to the Guardian, Claire's could reopen four to ten stores per week starting in June. Julien Jarjoura, who operates Claire's stores in France, Austria, Portugal, and Spain, is reportedly signing new leases with UK landlords. Jarjoura will self-fund the new stores, which will continue to offer ear-piercing services but will feature revamped jewellery and accessories ranging from £1.90 to over £100. Jarjoura, who runs about 240 Claire's stores across Europe and attempted to buy the brand earlier this year, told the Guardian: "The brand was basically dead and we're bringing it back to life."
