Ted Baker returns to physical retail with launch at Manchester's Selfridges
Ted Baker has returned to physical retail with a new shop-in-shop boutique at Selfridges Manchester Trafford Centre, marking a key moment in the brand's revival.
The brand aims for the boutique to be a "physical expression of the brand’s latest storytelling" and to feel like a "walk-in wardrobe of the ultimate Ted woman".
The space will feature ready-to-wear, accessories and lifestyle, with a focus on summer occasion dressing, with each corner of the retail space reflective of a different kind of event.
The current collection blends hand-painted florals that appear to bloom across the fabric with hand-sketched park toile prints, rooted in British heritage. Silhouettes move from dresses "designed to catch the light" to ’90s-inspired skinny-bow minis and liquid-gold satin tailoring.
The store's layout and decoration is inspired by the season's 'Bringing the light' campaign, which evokes the "quiet magic" of the British Summer. The space also references "the humble pigeon", in a subtle nod to the brand's playful British humour.
Ted Baker had first reported its plan to re-enter the UK high street last summer, with its owner Authentic Brands Group planning to align the brand with its wider retail strategy of reviving heritage brands through partnership-driven models.
Founded in Glasgow in 1988, Ted Baker built a global following with its bold prints and sharply tailored aesthetic. However, the brand’s decline began in 2019, following the resignation of founder Ray Kelvin amid allegations of inappropriate behaviour. The business issued several profit warnings and cut jobs, before ultimately collapsing into administration in March 2024. It had closed down its remaining 46-strong store network by August that year.
