After entering administration, Ted Baker pivots to online sales and wholesale, launching a spring/summer 2025 collection inspired by European travel and elegance.
Ted Baker, the British fashion brand, has undergone significant changes since its acquisition by Authentic Brands Group (ABG) in 2022 and subsequent entry into administration in 2024 amid financial challenges. Following the closure of all physical stores, the brand has adapted to a new business model focused primarily on online sales while showcasing its new wholesale approach.
In November 2024, Pace Partnership London entered into a five-year agreement to oversee Ted Baker’s burgeoning wholesale operations within the UK and Europe. The brand’s wholesale product designs are still being managed by New Lobster, a subsidiary of PDS Group, ensuring continuity in its design ethos.
The new collection features an array of items characterized by Ted Baker’s signature bright palette, which includes bold floral prints alongside navy and white polka dots. The womenswear component prominently features pleats and plisse, offering various occasionwear options, while the menswear line showcases floral patterns reminiscent of block prints, with a range of knitted shirts presented in neutral shades.
An iconic feature in the latest collection is the rose wool wrap coat, which is available in multiple lengths: short, midi, and maxi. Pricing for the spring/summer 2025 collection ranges significantly, starting at £30 for swimwear and reaching up to £379 for a jumpsuit.
The collection draws its inspiration from the historical Grand Tour—an educational journey through Europe traditionally undertaken by young British aristocrats between the 17th and 19th centuries, with notable stops in Italy. This cultural phenomenon was later embraced by women, providing them with social exposure and a connection to European sophistication. Moreover, elements of the collection are influenced by the lavish posters from the 1920s that promoted “The English Riviera,” a period notable for the rise of glamorous theatres and ballrooms in southwest England.
On March 20, Ted Baker is set to launch a podcast series titled “Broaden Your Horizons,” which will consist of five episodes featuring insights from various creatives, entrepreneurs, and cultural tastemakers regarding their industries, personal experiences, and creative philosophies.
Tom Spearman-Black, marketing director for Europe at ABG, elaborated on the collection’s theme, describing it as “a love letter to the timeless elegance of travel.” He emphasized that the upcoming designs embody versatility, seamlessly transitioning from urban settings to idyllic escapes. “Expect chic, thoughtfully crafted styles that embody the spirit of adventure while remaining unmistakably British,” Spearman-Black stated in comments to Drapers. The collection invites consumers to embrace a sense of sophistication and ease suitable for various occasions, from Riviera-inspired getaways to the social scenes of the season.
Source: Noah Wire Services
