Ted Baker may be plotting a return to physical retail in the UK, according to a report in The Sun. The article cites unnamed sources suggesting that the once-prominent fashion brand is planning to reopen stores—beginning in London—as early as 2026.
While details remain scarce, and no confirmation has been given by the brand’s current owner, Authentic Brands Group, the move would mark a significant shift in Ted Baker’s recent trajectory.
Founded in Glasgow in 1988, Ted Baker grew rapidly through the 1990s and 2000s, becoming a high street staple and a popular investment following its listing on the London Stock Exchange. At its peak, the brand operated around 550 stores and concessions worldwide.
However, a combination of market pressures, shifting consumer habits, and internal financial troubles led to its decline. In 2022, the business was acquired for £210 million by US-based Authentic Brands Group, which transitioned it to a licensing-based operating model.
That model faced setbacks in early 2024, when Authentic terminated its partnership with AARC—a Netherlands-based operator responsible for Ted Baker’s UK and European stores and e-commerce operations—due to financial difficulties. All physical stores were subsequently closed in August 2024.
The brand has since returned to e-commerce and wholesale, but any re-entry into physical retail would mark a notable turnaround. Whether this potential relaunch extends beyond London or scales internationally remains to be seen.
Authentic Brands Group has not publicly responded to the report.
