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Ted Baker to expand kidswear with Next partnership

Lauretta Roberts
16 August 2019

Ted Baker has entered into a license agreement with high street giant Next to accelerate the expansion of its childrenswear collection.

Running for an initial period of five years the agreement will lead to Next creating and selling the premium fashion brand's childrenswear products spanning baby, boys' and girls' clothing, shoes and accessories in collaboration with the creative team at Ted Baker.

The new collections will launch in Spring 2020 and will be sold through Next's retail channels and wholesale relationships as well as through Ted Baker's websites.

Its existing childrenswear product relationship with Debenhams, which creates the Baker by Ted Baker collection (pictured) will end on 29 February 2020. However it will retain a relationship with the department store for lingerie and nightwear.

CEO Lindsay Page said the company was "delighted to announce this exciting product licence".

"Product licensing is a proven and highly successful pillar of Ted Baker's strategy to expand as a global lifestyle brand. It enables us to carefully develop the brand in new, relevant categories by leveraging the specialist product expertise of our carefully selected partners.

"I would like to take this opportunity to thank Debenhams for their skill and hard work in establishing and developing the Ted Baker childrenswear business and we will continue to work with them in other product categories.

"Our childrenswear collections – which are small in size but big in style – have already proven incredibly popular with Ted Baker customers. As a multi-channel retailer with global capabilities and wholesale experience, Next is the outstanding partner to take Ted Baker forward in this category, which we believe will deliver significant growth in the coming years."

Next CEO Simon Wolfson added: "We are thrilled to have the opportunity to help build and develop the Ted Baker children's business across the globe. We have worked with Ted Baker for a number of years through [Next's multi-brand business] Label and recognise the power of their brand."


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