Why Did Ted Baker Sell Well When The Department Store Retail Business Was Not Good?

According to the World Clothing, Shoes and Hats Network, the impact of online shopping and the bad retail business of department stores are a commonplace topic. But it was established in London in 1998 Ted Baker The company doesn't think so brand Known as "affordable luxury goods", it sells men's and women's clothing Children's clothing , perfume, shoes and household goods.

Ted Baker's latest annual financial report showed that its profit rose 4.4% to GBP 65.8 million, and its annual sales rose 16.4% to GBP 531 million. Ted Baker's franchise revenue also rose 26.8% to 18.2 million pounds, including the revenue from selling bedding and perfume under the name of Ted Baker.

Ray, CEO of the company Kelvin is not modest. "After all, your products are better. If your products are good and people like your brand, you can sell them in physical stores or online, anywhere you like."

In January, Kelvin also showed similar confidence. He believed that consumers abandoned physical stores and chose online shopping, which means that high Street) will be "desolate" and emphasize that "we should remember that this is the end of the retail era."

　　Ted Baker has three main sales channels in the world, including 36 independent stores, 237 stores in stores (usually in shopping centers and malls) and 14 outlets. Among them, 192 are in London, 98 in Europe, 111 in the United States and Canada, 80 in the Middle East, Africa and Asia, and 9 in Australia.

2012 Ted Baker opened its first mainland store in Fangcaoping, Beijing, and officially entered Tmall on May 6, 2016. Now there are only 11 stores in Beijing, Shanghai, Suzhou, and Nanjing.

Beijing Ted Baker

Although there are not many stores, there is a good way to distinguish Ted Baker in the mall. Look at the colorful flower patterns, which are mainly pink and red, and you can see that they must be them.

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FT analysis This financial report is good mainly thanks to Ted Baker's online sales and overseas market expansion. In terms of financial reports, online sales and overseas sales both increased by 35%. The online sales of the company have accounted for one fifth of the retail sales in the UK and Europe, and the company has recently launched a VR website. Last year Ted Baker also opened new stores in Beijing and Madrid, and will continue to expand.

"Although in the global market Ted Baker is still affected by some factors, but the company still performs strongly and stably, and its operating margin and global growth opportunities look very good, "said Tom Gadsby, an analyst at Liberum.

Ted Baker mainly sells clothes for formal occasions, such as dinner clothes, various exquisite women's and men's clothes, etc. CEO Kelvin said that the company will now expand its product line, introducing new men's golf suits and women's multi-color skirts. "We are mainly famous for the clothes we wear on formal occasions, but now many people want to wear simpler clothes on weekdays, so we will also expand our product line," Kelvin said.

Last year, the company invested heavily in the establishment of a new European distribution center, and also bought an office called "Ugly Brown Building" as its London headquarters. The company said that it would invest 35 million pounds to continue its expansion this year, including opening new stores in Oxford and Paris, and opening an outlets in Gloucester (southwest England) and the Netherlands. In the United States, new stores will also be opened in Los Angeles and Houston.

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