Ted Baker has selected its US partner ULAC to manage its web operations in the UK and Europe. | kbnmart

There has been a lot of turmoil at Ted Baker recently, but after closing its UK stores, it looks like some stability is coming to its online operations in the UK and Europe as its owner has struck a new licensing deal.

Authentic Brands Group, the brand’s owner, said United Legwear and Apparel Co (ULAC), a US licensee, will run the brand’s online store in the UK and Europe.

ULAC is a large company and has partnerships with major brands including Skechers, Puma, Scotch & Soda, and DKNY. Importantly, it is an operating partner of Ted Baker in North America, so the potential for a joint strategy is strong.

The partnership, which is set to launch this fall, comes after talks between Authentic and Frasers Group concluded.

Authentic was bought by Ted Baker for £210m in 2022 but has since fallen on hard times as the cost of living crisis has undermined the brand’s international recovery plans.

This has led to job losses and store closures, with the rest of the UK’s stores closing this month alone.

“We have had a strong start to our partnership with United Legwear,” said Jarrod Weber, global president of Authentic Sports and Style, adding that they are “a strong partner to continue the Ted Baker story where the brand began.”

He also cited ULAC’s proven track record of translating global brands to the UK market (which) makes them the ideal partner to expand Ted Baker’s online presence in these important markets. Together, we are focused on executing a digital commerce strategy that ensures iconic Ted Baker products continue to find their way into the wardrobes of discerning consumers around the world.”

Chris Volpe, COO of ULAC, added that the company’s goal is to create “a seamless and engaging online shopping experience that exceeds the expectations of Ted Baker customers. We are confident that this relaunch will reignite the brand’s enthusiasm and lay the foundation for a bright and prosperous future.”

ULAC was announced as a “key partner” of Ted Baker in early August, alongside BCI Brands and Peerless Clothing, a trio that “ensures the future of the brand in the U.S. and Canada.”

Under the deal, ULAC not only operates Tedbaker.us and Tedbaker.ca, but also designs and manufactures branded men’s sportswear, golf and jeans categories, and is responsible for all wholesale and convenience stores.