The UK lifestyle brand is hurt by the pandemic. But with its focused turnaround plan, it won’t go out of fashion anytime soon

London-listed Ted Baker is a global lifestyle brand offering menswear, womenswear and accessories in the fashion retail space. The company’s brand operates globally through three main distribution channels.

First is retail which comprises stores and concessions globally, and localised e-commerce sites in the UK, continental Europe, the US, Canada and Australia. The relatively low number of stores owned and higher number of concession locations allows Ted Baker to maintain a flexible store business model and provide an omni-channel experience.

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