French commerce

Ted Baker’s move to headless trading brings efficiencies

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Luxury fashion, footwear, eyewear and homewares brand Ted Baker was established in Glasgow in 1988 by Ray Kelvin following an epiphany while, according to the company biography, he was fishing.

By 2019, Ted Baker had become a multi-channel retailer, investing in digital, like many luxury brands, as a secondary sales channel for its stores. The pandemic has forced the company to rethink the role of digital, moving quickly to move sales online.

In 2021 in the UK and Europe, 56.2% of its retail sales were online, as were 29.4% of sales in the US.

Wholesale sales of £55.5m were up 40.6% on 2020. This saw it report revenues of £199.3m in the 28 weeks to August 14 2021, a 17.6% improvement over the same period in 2020, although sales are still over a third. lower (-36.4%) than the same period in pre-pandemic 2019.

This will streamline day-to-day operations for back-end employees, while providing “a modern, frictionless customer experience tailored to the needs of each market.”

Ted Baker pinned his hopes on becoming the premier digital retailer – using technology to better serve his customers, as well as creating efficiencies within his own organization.

In early 2022, the company unveiled a new multi-storey headless platform, which the retailer says it will use to manage its global online presence from a single store. This will streamline day-to-day operations for back-end employees, while providing “a modern, frictionless customer experience tailored to the needs of each market.”

The company’s 12 regional storefronts will be fully localized to enable the retailer to meet the needs of its expanding global customer base. Shoppers will be able to browse in their preferred language – including English, French, German and Spanish – and make purchases using their preferred currency of pounds, dollars and euros.

Above all, Ted Baker considers the structure of the platform to be scalable for future expansion into other regions.