Ted Baker thrives on expansion
Quirky UK fashion and lifestyle label Ted Baker has announced a 20.5 per cent rise in group revenue for its third quarter to 14 November.
Celebrating an 18.1 per cent rise in retail sales at constant rates, these results were helped by the addition of more than 32,516 sqm in average retail space (an increase of seven per cent) during the period. A planned customer event, which fell a week earlier than last year, also boosted sales.
Despite the continued international challenges that Ted Baker outlined in its half year results last month, the company has proceeded with numerous openings, spanning Amsterdam, Hawaii, Malibu and Toronto, adding further concessions in premium department stores in Germany, Ireland, Spain, North America and Toronto over the last three months. The brand has also made a return to London’s Stansted Airport, following an £80 million transformation of the terminal. The “Departures Store”, which officially opened on November 6, has a summer holiday theme, featuring 3D Polaroid-style wall boxes set against blue swimming pool tiling and light fixtures in the shape of inflatable beach balls. An interactive digital screen across the store front senses movement and invites passersby to move closer.
Ted Baker’s wholesale arm saw a sales increase of 27 per cent (25.1 per cent in constant currency), helped by strong trading in both the UK and North America. Group wholesale sales are expected to be 28 per cent ahead at the close of the full year.
Ted Baker’s varied international approach has also seen licensed store openings in Singapore and Taiwan together with licensed concessions in Kuwait and Mexico. These have enabled Ted Baker to progress with expansion in the Far East despite economic volatility in the surrounding region.
An outtake from the “Wonders Never Cease” Autumn Winter 2015 campaign, shot over five nights at London’s Natural History Museum in collaboration with shoebox film firm Crowns and Owls, currently represents the backdrop for the brand’s website. While the “affordable luxury” label has received a positive reaction to its Autumn/Winter collections so far, the swing of success at the end of the year will be heavily dependent on strong Christmas trading.
- Anusha Couttigane is senior fashion consultant at retail analyst Conlumino.