Ted Baker signs licence deals and moves into live video shopping

Ted Baker Al-Futtaim Group
Following these new licence agreements, Ted Baker will have 17 retail licence partners and 20 product licence partners
// Ted Baker signs licence deals to strengthen digital and asset light growth
// It entered agreements with Al-Futtaim and MAP as territory licence partners for Middle East and North Africa and Indonesia respectively
// Ted Baker said the enabling of full omnichannel services is a “key pillar of the group’s transformation plan”

Ted Baker has signed new licence deals in an effort to bolster its digital and asset light growth, while also launching live video shopping for UK customers.

The fashion retailer has entered into agreements with Al-Futtaim and MAP as territory licence partners for Middle East and North Africa (MENA) and Indonesia respectively.

The Al-Futtaim agreements now include ecommerce and means that MENA will be Ted Baker’s first full omni-channel territory operated by a licence partner, with complete integration of the retail, ecommerce and wholesale channels.


READ MORE: Ted Baker posts drop in Christmas sales and a £5m Brexit bill


Ted Baker said the enabling of full omnichannel services is a “key pillar of the group’s transformation plan” and marks further progress in creating a better customer proposition.

Following these new licence agreements, Ted Baker will have 17 retail licence partners and 20 product licence partners.

“Having worked with the Al-Futtaim team for many years, we know they have an excellent understanding of Ted Baker and our customers,” Ted Baker group commercial and business development director Helen Costello said.

“Al-Futtaim’s experience also means that they are particularly well placed to fully realise the significant growth potential from the accelerating consumer shift to online channels in the region.

“MAP is the leading retail expert in Indonesia, and they have the right team and experience in place to build on the strong foundations that are already in place.

“It is a testament to the strength of our brand that we continue to partner with the leading experts in their relevant categories across the world.”

Under the terms of the new 10-year agreements, Al-Futtaim will also have the wholesale and ecommerce rights for the MENA region.

Al-Futtaim currently has 24 Ted Baker stores and concessions across Bahrain, Egypt, Qatar, Saudi Arabia and UAE.

Ted Baker has also partnered with Bambuser to launch live video shopping for customers in the UK.

The retailer will host regular events using retail store experts and in-house personnel as well as talent and influencer partnerships.

The first session will be hosted by DJ and influencer duo Jordan and Loanne Collyer and focus on womenswear product stories for spring.

Ted Baker chief customer officer Jennifer Roebuck said: “Driving digital and omnichannel growth is a key pillar of our refreshed brand strategy, and we are striving to be an early adopter of relevant technologies within our industry to provide a best in class online customer experience.

“By partnering with Bambuser we are aiming to bridge the gap between the online and offline world and engage our audience further through digital channels.”

Separately, Kingfisher revealed a new franchise agreement with Al-Futtaim Group earlier this week to expand B&Q in the Middle East.

The home improvement retailer will open B&Q franchised stores in Saudi Arabia this autumn, supported by an ecommerce proposition.

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