Ted Baker has opened a new womenswear boutique at Selfridges Manchester Trafford, marking a fresh commitment to UK physical retail following the closure of its standalone store estate.
The Authentic Brands Group-owned fashion brand said the shop-in-shop represents “a key moment” in its expansion across premium retail destinations, with a more elevated in-store experience.
The boutique has been designed around Ted Baker’s latest brand storytelling, taking inspiration from its Bringing the Light campaign and the idea of a British summer social calendar.
Rather than a traditional shop floor, the space has been created to feel like the walk-in wardrobe of the “ultimate Ted woman”, with each area reflecting a different occasion, mood and moment.
The launch is notable given Ted Baker’s shift away from standalone high street retail, with the brand now rebuilding its presence through carefully chosen premium partners.
It follows a wider trend of former high street names returning through luxury department store partnerships, similar to Topshop and Topman’s relaunch with Liberty last year.
The Selfridges Trafford boutique stocks a curated edit of ready-to-wear, accessories and lifestyle, with a particular focus on summer occasionwear.
The collection includes hand-painted florals, hand-sketched park toile prints, 90s-inspired skinny-bow minis, liquid-gold satin tailoring, gold chainmail knits and reversible styles designed for summer events.
Hero pieces include the Rasher Printed Ottoman Mini Dress, priced at £179, the Antya Textured Puff Sleeve Mini Dress at £229, and tailored separates such as the Ambita Tailored Blazer at £299 and Platy Front Pleat Wide Leg Trousers at £179.
The opening is being supported by a wider in-store presence across Selfridges Manchester Trafford, including billboard displays and digital screens.
Ted Baker said the space also features subtle nods to the brand’s playful British humour, including references to the pigeon as an unexpected emblem of the British summer.
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