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Ted Baker signs men’s formalwear licence deal with Baird Group

Sadiyah Ismailjee
28 September 2020

Ted Baker has entered a three-year product licence agreement with menswear specialists, Baird Group for its men’s formalwear collection.

The three-year deal, will see Baird working with the Ted Baker team to create and distribute men’s formalwear in the UK, Europe and international markets. The first collection will launch in spring 2021.

Baird is a licensee of formal menswear brands Ben Sherman and Suit Direct, and operates from 48 retail stores and 147 concessions in the UK and Europe.

Ted Baker now has 20 global product licence partners and said that these licence partnerships are a “key component” to its “Formula for Growth”, the brand’s three-year transformation plan launched this summer.

The three-year transformation is aimed at delivering a more profitable, cash generative and higher return on capital employed, business.

Ted Baker added the new deal would provide the brand “with the benefits of Baird’s expertise, scale and vertically-integrated model. Amongst a range of benefits, this will ensure a more efficient supply chain and a more agile replenishment model than is currently in operation.”

Group commercial and business development director at Ted Baker, Phil Clark said: “We are delighted to be working alongside Baird, a true expert in their field who share our passion for unwavering attention to detail and firm commitment to quality.”

“This partnership simplifies and helps consolidate a key category for us and we hope to apply the experience from our successful North American partnership across these other territories."

“As we continue to rationalise and enhance our product license portfolio, this new partnership is another step in transforming our business and returning Ted Baker to growth.”

Last week, Ted Baker appointed Next as its new lingerie and nightwear licence partner, as part of a three-year agreement.

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