// Ted Baker enters into a product licence agreement with Baird Group for men’s formalwear
// Baird will work with the creative team at Ted Baker to create and distribute men’s formalwear
// The first collection will launch in spring 2021
Ted Baker has revealed a new licence partner to help work on its men’s formalwear as part of a three-year agreement.
The retailer has entered into a product licence agreement with Baird Group for men’s formalwear.
Under the agreement, Baird will work with the creative team at Ted Baker to create and distribute men’s formalwear in the UK and Europe.
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The first collection will launch in spring 2021.
Baird is a licensee of Ben Sherman and Suit Direct, and operates from 48 retail stores and 147 concessions in the UK and Europe.
This licence agreement will combine the Ted Baker brand with the benefits of Baird’s expertise and scale.
Ted Baker said licence partnerships are a key component of the brand’s ‘Formula for Growth’, which is a three-year transformation plan designed to deliver a structurally more profitable business.
The retailer now has 20 Product Licence partners across the globe.
“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,” Ted Baker group commercial and business development director Phil Clark said.
“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 signed Next as a lingerie and nightwear licence partner as part of a three-year agreement.
Next will work with the Ted Baker team to create and distribute the retailer’s lingerie and nightwear collections, known as B by Ted Baker.
The first collection will launch in May 2021 and will be sold through Next’s ecommerce channels as well as Ted Baker’s online platforms.
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