But it stressed the importance of Ted Baker’s heritage as a very British brand and said that core categories, such as men’s and women’s sportswear and outerwear, men’s dress shirts, women’s dresses and fashion handbags, will be designed and supplied by Ted Baker’s London HQ.

Its Chief Transition

“This partnership checks an important box within Authentic’s global Ted Baker strategy of assembling a network of leading partners who are operational experts around the world. We are very pleased to partner with retail pioneer OSL on this strategy.”

OSL is a major North American customer acquisition platform “with proven capabilities in retail operations, specialised distribution and digital marketing”.

Ands its CEO Brett Farren also emphasised the desire to keep the label close to its roots as a key part of its appeal. “Ted Baker is a uniquely British brand with a rich heritage,” he said, “and we look forward to continuing to elevate the brand’s position in the US and Canada, enhancing its relationship with its existing consumer base and growing its fan base across North America.”