Ted Baker, a name once synonymous with stylish menswear and a distinctive British aesthetic, is facing a tumultuous end to its journey in the UK. By the end of August 20, all of the fashion brand’s outlets in the UK will have closed their doors. This marks a significant downturn for a company that once held a prominent position in the retail landscape.
The closure stems from the administration of No Ordinary Designer Label (NODL), the company that operated Ted Baker’s UK shops. NODL entered administration in March 2024, leading to the closure of 15 stores and the loss of 245 jobs in April. The brand’s decline has been attributed to a combination of factors, with one analyst labeling it a “long-running corporate car crash.”
Prior to its collapse, Ted Baker employed approximately 975 staff in the UK, managing 46 stores, an online platform, and concessions in department stores. Now, NODL has 513 UK staff across Ted Baker’s retail locations and its head office, who are facing an uncertain future.
The intellectual property rights of Ted Baker are owned by US-based Authentic Brands Group, while NODL held the brand’s operations within the UK. Despite acquiring the brand, Authentic Brands Group has been unable to find a suitable partner to operate the UK stores. Discussions regarding a potential future licensing partnership have reached a stalemate, leaving the future of Ted Baker’s presence in the UK uncertain.
Ted Baker’s fall from grace can be traced back to 2019, when founder Ray Kelvin stepped down following allegations of misconduct, which he denied. The following year saw the resignation of his successor, Lindsay Page, and chairman David Bernstein after a profit warning was issued. Analysts have pointed to the allegations of misconduct as a contributing factor to the brand’s decline, stating that it tarnished the brand’s image and led to a decline in sales.
Retail analyst Catherine Shuttleworth highlighted the lack of investment and disappointing sales as further contributors to the brand’s struggles. Shoppers, seeking new inspirations, turned away from the brand, making its “ongoing survival difficult.”
The 31 stores that are closing are located across the UK, including major cities like London and Glasgow. Ted Baker bid farewell to its UK customers by displaying the message “Goodbye for now” on its website, informing patrons they have 14 days to return items and noting that it is “not taking orders right now.” However, the company’s licensing agreements for stores in Asia and the Middle East remain unaffected by these changes.
While Ted Baker’s presence in the UK is coming to an end, the brand continues to operate internationally through licensing agreements. However, the closure of its UK stores represents a significant blow to the brand, highlighting the challenges faced by even established retailers in a rapidly changing retail landscape.
