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Ted Baker continues to shake-up senior team as Global Creative exits

Tom Shearsmith
07 March 2023

Big changes are afoot at Ted Baker, with a number of senior positions being vacated, including Global Head of Creative, previously held by Anthony Cuthbertson.

Authentic Brands Group (ABG) completed its acquisition of the Ted Baker business in October 2022. ABG is a global brand management company, which owns, manages, and seeks to elevate the long-term value of a global portfolio of brands. For over a decade, ABG has acquired majority ownership interests in over 50 brands including Reebok, Nautica and David Beckham.

Following the acquisition, ABG said it plans to leverage its global network of category experts and established operating partners to convert the Ted Baker business into a licensed business model.

Confirming his departure on Linkedin, Cuthbertson's role saw him collaborate with merchandising and buying teams to deliver strategic growth across key categories. He joined Ted Baker in May 2020 from Topshop, becoming the Ted Baker's first Global Creative Director.

At Topshop, Cuthbertson was responsible for overseeing all design and product as well as collaborations and boutique collections.

Also departing Ted Baker is Leon Shepherd, CIO and Digital Strategy Director. Shepherd's role saw him lead global digital transformation across the business. He was also responsible for the development and implementation of and in-store digital technology.

In a LinkedIn post, Shepherd said: “After five years and five months, today is my last day at Ted Baker. It has been a tremendous period of change that has encompassed three CEOs, four Chairs, five CFOs and the very recent sale of the business.”

He added: “During that time I was able to build the most incredible technology team from (almost) scratch and that team has gone on to successfully deliver a highly complex digital transformation that has made a massive difference and I am hugely proud of.”

“Each and every member of that team are genuinely great at what they do and it has been a real privilege to lead them.”

“So, if you ever get the opportunity to work with any of them, you will be working with individuals who are not just experts in their field but are incredibly focused, hard working and always deliver as well as having an amazingly supportive and kind culture.” has contacted Ted Baker ascertain the number of team members that will be leaving the business.

Read's In History: a timeline of Ted Baker.

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