Ted Baker
Ted Baker is a London-headquartered British luxury apparel brand, founded in 1987/1988 and owned by Authentic Brands Group since 2021, selling men's and women's clothing, accessories, bags, and fragrances through DTC e-commerce, retail stores, and wholesale partners across the UK and North America.
- Company typePrivate
- Founded1988
- HeadquartersLondon, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Ted Baker does
Ted Baker is a British luxury apparel brand founded in 1987/1988 by Ray Kelvin and headquartered in London, United Kingdom. The company designs, markets, and sells men's and women's clothing alongside accessories, bags, and fragrances, operating across both owned direct-to-consumer channels — including its e-commerce platform and physical retail stores — and third-party wholesale/retail partnerships such as Suit Direct. Pricing spans $29 entry-level accessories to $875+ premium items, addressing a broad aspirational-to-premium customer segment in core markets including the United Kingdom and North America.
Since 2021, Ted Baker has operated as a privately held entity under Authentic Brands Group (ABG), held through ABG-TB IPCO (UK) Limited, transitioning from its prior LSE-listed status (lse:TED) to an IP-licensing and brand-management model. The business supports multi-currency transactions and modern digital payment options including Klarna, PayPal, Apple Pay, and Google Pay to facilitate cross-border DTC sales. Leadership comprises CEO Rachel Osborne and CFO David Wolffe, with regional leadership including Jason Beckley, Jennifer Roebuck, and Jing Yin as Managing Director for Greater China, signaling ongoing geographic and operational rebuild under ABG ownership.
The company's revenue mechanics historically combined retail, wholesale, and licensing streams; post-acquisition, the operating model emphasizes brand IP and licensing while retaining direct retail and e-commerce presence. Product categories extend beyond core apparel into accessories and fragrance, and the brand engages in marketing partnerships (e.g., Propaganda agency for Suit Direct) to access menswear occasionwear segments. AI tooling is being adopted for design and operational efficiency, though this remains an ancillary capability rather than a core differentiator.
Ted Baker firmographics
Firmographics- Name
- Ted Baker
- Legal name
- ABG-TB IPCO (UK) Limited
- Website
- https://tedbaker.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Ted Baker is a London-headquartered British luxury apparel brand, founded in 1987/1988 and owned by Authentic Brands Group since 2021, selling men's and women's clothing, accessories, bags, and fragrances through DTC e-commerce, retail stores, and wholesale partners across the UK and North America.
- Ownership category
- akta.pro rank
Where Ted Baker is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Ted Baker business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Apparel and Accessories Sales: Ted Baker generates revenue through direct-to-consumer sales of men's and women's clothing, accessories, bags, and fragrances via its e-commerce platform and retail stores. The business operates on a traditional retail model with full-price and sale merchandise.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Apparel Pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Ted Baker product offering
Product offeringCore offering
Ted Baker is a luxury fashion brand that designs, markets, and sells designer clothing, accessories, bags, shoes, and fragrances for men and women. The company operates as a direct-to-consumer retailer through its owned e-commerce platform (tedbaker.com) and physical retail stores globally, with distribution also extending through third-party retail partners such as Suit Direct.
Product overview
Ted Baker is a luxury fashion brand operating as an e-commerce platform offering designer clothing and accessories for men and women. The product portfolio centers on the core offerings of Women's Clothing and Men's Clothing as the primary product categories, with Women's Dresses and Men's Suits & Tailoring representing key sub-categories. The brand extends its offering through Women's Bags, Men's Bags & Accessories, Women's Fragrance, Men's Fragrance, Women's Shoes, Men's Shoes, and an Outlet section for discounted previous-season items. The Sale section features promotional pricing. Ted Baker also offers Gift Cards for gifting purposes. The platform integrates multiple payment options including Klarna (buy now pay later), PayPal, Shop Pay, and various credit cards, with shipping via FedEx and USPS.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Clothing Designer women's apparel spanning dresses, occasion wear, tops, blouses, sweaters, pants, skirts, jumpsuits, coats, jackets, suits & co-ords, and swimwear across various styles, fits, and price points.
- Men's Clothing Designer men's apparel including suits and tailoring, formal shirts, polos, sweaters, pants, shorts, coats, jackets, blazers, sweatshirts, and swimwear across formal and casual styles.
- Bags Designer women's and men's bags including tote bags, crossbody bags, shoulder bags, clutch bags, and icon bags in various materials and styles.
- Fragrance Designer perfume line for men and women, including women's fragrances (KASIA, ELODIE, POLLY) and men's fragrances (TAILORED WOOD, TAILORED AMBER), spanning Eau de Toilette and Eau de Parfum offerings.
- Gift Cards Digital Ted Baker gift cards available in various denominations for gifting purchases through the e-commerce platform.
Companies that use Ted Baker
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Ted Baker technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability1 record
Ted Baker partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PropagandaminorLeeds-based brand consultancy Propaganda completed a summer campaign for Suit Direct to promote Ted Baker's new casual collection. The campaign delivered creative production including a campaign film, social assets, and in-store imagery, centered on the 'Out of Office' theme to capture a relaxed summer aesthetic.
Scale indicators1 record
Recent moves1 record
Expansion highlights4 records
Ted Baker competitors and assessment
Company assessmentDirect peers
- Reiss: Reiss is a UK contemporary fashion retailer offering premium men's, women's and accessories at overlapping price points to Ted Baker. Very similar accessible-luxury positioning, omnichannel DTC-plus-stores model, and British heritage aesthetic.
- Boden: Boden is a UK premium casualwear retailer offering contemporary British design across apparel, accessories and gifts at accessible-luxury price points. Compares directly to Ted Baker on DTC catalog strength, broad lifestyle assortment and price tier.
- J.Crew: J.Crew is a US-based accessible-luxury contemporary brand with British-inspired heritage aesthetic at similar price points. Overlaps directly on menswear and womenswear categories and faces the same mid-tier premium positioning challenges as Ted Baker.
- Paul Smith: Paul Smith is a UK designer fashion house offering contemporary menswear, womenswear and accessories with a similar British heritage aesthetic. Direct competitor in the British accessible-luxury designer segment at comparable price points to Ted Baker.
- AllSaints: AllSaints is a UK contemporary fashion brand operating at accessible-luxury price points with a comparable global DTC-plus-stores distribution model and overlapping menswear and womenswear offerings to Ted Baker.
- French Connection: French Connection is a UK contemporary fashion retailer with overlapping apparel and accessories offerings at similar accessible-luxury price tiers to Ted Baker, serving comparable customer demographics across DTC and physical retail.
- Karen Millen: Karen Millen is a UK contemporary womenswear brand with comparable accessible-luxury positioning, similar price points and an omnichannel DTC-plus-stores model mirroring Ted Baker's womenswear and occasionwear strength.
- Whistles: Whistles is a UK contemporary womenswear retailer offering accessible-luxury fashion at price points comparable to Ted Baker, with a similar design-led British aesthetic and overlapping occasionwear, separates and accessories assortment.
- Brooks Brothers: Brooks Brothers is a US-based accessible heritage fashion retailer offering premium menswear and womenswear at similar price tiers to Ted Baker, competing for the same accessible-luxury occasionwear and tailoring customer.
Broad incumbents
- Hugo Boss: Hugo Boss is a larger global premium fashion group with broad menswear and womenswear offerings at overlapping price points to Ted Baker. Broader portfolio and global scale, but competes directly in the same accessible-luxury occasionwear and tailoring space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Ted Baker social profiles
Digital presenceTed Baker financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ted Baker leadership team
Management profileNumber of profiles
Profiles6 records
Ted Baker funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ted Baker M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ted Baker
What does Ted Baker do?
Ted Baker is a luxury fashion brand that designs, markets, and sells designer clothing, accessories, bags, shoes, and fragrances for men and women. The company operates as a direct-to-consumer retailer through its owned e-commerce platform (tedbaker.com) and physical retail stores globally, with distribution also extending through third-party retail partners such as Suit Direct.
Is Ted Baker a public or private company?
Ted Baker is a private company. It is classified as corporate owned and is currently operating.
When was Ted Baker founded?
Ted Baker was founded in 1988. It employs 1,001 to 5,000 people.
Where is Ted Baker based?
Ted Baker is headquartered in London, United Kingdom, in the Europe region.
How does Ted Baker make money?
One revenue line is on record: apparel and Accessories Sales.
Who are Ted Baker's main competitors?
Direct peers on record are Reiss, Boden, J.Crew, Paul Smith, AllSaints, French Connection, Karen Millen, Whistles and Brooks Brothers. Hugo Boss is listed as a broad incumbent.
Does Ted Baker have an API?
No public API is recorded for Ted Baker.