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After a whirlwind 2024 of store closures and redundancies, Ted Baker is stepping into the new year with a new wholesale-first approach and fresh take on its well-known design classics.
Under the new management of Pace Partnership London, which in November 2024 signed a five-year deal to manage Ted Baker's relaunched wholesale business for the UK and Europe, Ted Baker's wholesale arm has continued to be designed, developed and produced by PDS Group-owned design and merchandising group New Lobster.
The first collection to be unveiled under the new management is the autumn/winter 25 collection, which is timed to take consumers from the first chilly days of autumn all the way to through to the events of the 2025 festive party season.
The design strategy for AW25 was to focus on Ted Baker's winning core products, making subtle updates to keep them relevant but staying independent from the fast-changing pace of trends.
The women's 'rose' belted cashmere-blend wrap coat, which is cut from a bespoke 75% wool, 20% nylon and 5% cashmere fabric created in Italy, has been a bestseller for the brand for 15 years. This season it is updated with new colourways, lengths and finishes, including rose gold hardware and fake pony fur.
"Timeless", "elevated" and "chic" were the main points of reference for chief product officer Kevin Gallagher.
Ted Baker's female consumer seeks subtle elegance and "wants to stand out, but not be too showy", while the male shopper is "tactile", quality-led and shuns eye-catching logos, according to Gallagher, who sought inspiration from Ted Baker's rich, 37-year history during the design process.
The location of the business's first store, which opened in Glasgow in 1988, is referenced in prints in the form of intricate geometric florals inspired by the stained glass designs of Glaswegian architect Charles Rennie Mackintosh, who is behind the city's famous Willow Tearooms.
The collection continues its travels through Britain with lace sourced from Yorkshire and tweed co-ords created in Cumbria's famous Linton Tweeds textile mill, which also supplies luxury houses Chanel and Proenza Schouler. Fabrics play the leading role in the collection, ensuring high quality and comfort with an emphasis on low maintenance through crease-free qualities and machine washing durability.
Ted Baker is targeting premium and luxury retailers from across the globe as stockists for the collection. The modest nature of the designs and high quality of the fabrics, combined with Ted Baker's strong British heritage, are set to attract buyers from overseas markets, while also satisfying UK-based customers who have relied on the brand as a destination for occasionwear staples, ranging from graduation suits and workwear outfits, to wedding guest dresses.
Wholesale prices range from £20 for a cotton T-shirt to £140 for a wool coat.
English (US) ·