Iconic British fashion brand Ted Baker is set to make a digital comeback in the UK and Europe this autumn, following the closure of its physical stores last week.

The brand's owner, Authentic, has announced an extended partnership with United Legwear and Apparel (ULAC) to manage Ted Baker's online operations in these key markets.

The news comes days after the retailer announced the closure of all 31 of its remaining UK stores, putting around 500 jobs at risk. This followed the closure of 15 shops earlier this year where 245 staff were made redundant.

The deal announced on Wednesday, will see Authentic responsible for relaunching the brand's website and introducing new collections to British and European consumers.

Jarrod Weber, global president of sports and lifestyle at Authentic, expressed confidence in the partnership: "Consumers value and appreciate the Ted Baker brand and its British style. We have had a strong start to our partnership with United Legwear and we couldn't be more pleased to have a solid partner to continue Ted Baker's story in the place where the brand began."

Chris Volpe, chief operating officer at ULAC, added: "We are honoured to partner with Authentic to relaunch Ted Baker's e-commerce platforms in its birthplace. Our goal is to create a seamless and engaging online shopping experience that exceeds the expectations of Ted Baker's customers."

ULAC is already Authentic’s operating partner for Ted Baker in the US and Canada and has partnered with a range of clothing brands in the past, including Skechers, Puma North American, Scotch & Soda and DKNY.

The Jamie Salter-backed Authentic Brands Group bought Ted Baker for about £210 million in 2022, with the acquisitions leading to the delisting of the firm from the London stock market.

Authentic Brands Group previously attributed Ted Baker’s collapse to significant damage incurred during a partnership with AARC, a Dutch company overseeing the company’s UK and European operations.

The company also suffered significant reputational damage in 2019 when founder Ray Kelvin departed amid allegations of inappropriate behaviour towards colleagues and struggled to contend with the demands of the Covid-19 pandemic.

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