Authentic Brands Group (Authentic) has today announced a new partnership with its longstanding partner United Legwear & Apparel Co. (ULAC) to “restore its digital destination” for Ted Baker.

This move will see ULAC, Ted Baker’s “solid partner”, manage the e-commerce operations for Ted Baker in the UK and Europe.

Earlier this month, ABG named three new licensees for the Ted Baker brand in the US and Canada which it said would “secure its future” in those markets; meanwhile the UK arm of the business remains in administration with plans proposed to close its remaining UK stores.

The US brand group, which acquired UK fashion stalwart Ted Baker in August 2022, has said that United Legwear & Apparel Co. (ULAC), BCI Brands and Peerless Clothing are its new “foundational licensing partners” for the North American region.

ULAC announced that it would take on Ted Baker’s wholesale, concession shops and e-commerce operations in the US and Canada, as well as the brand’s men’s sportswear, golf apparel and denim.

Jarrod Weber, Global President of Sports and Lifestyle at Authentic, said: “Consumers value and appreciate the Ted Baker brand and its British style. We have had a strong start to our partnership with United Legwear and we couldn’t be more pleased to have a solid partner to continue Ted Baker’s story in the place where the brand began.

“United Legwear’s proven track record in translating global brands for the UK market makes them the ideal partner for expanding Ted Baker’s online presence in these important markets. Together, we are focused on executing a digital commerce strategy that ensures Ted Baker’s distinctive products continue to find their way into the closets of discerning consumers worldwide.”

Chris Volpe, Chief Operating Officer of United Legwear, added: “We are honoured to partner with Authentic to relaunch Ted Baker’s e-commerce platforms in its birthplace. Ted Baker is a brand that resonates with consumers who value quality, design and individuality. Our goal is to create a seamless and engaging online shopping experience that exceeds the expectations of Ted Baker’s customers. We are confident that this relaunch will reignite excitement for the brand and set the stage for a bright and prosperous future.”

This fall, consumers can expect an “exciting and refreshed online shopping experience”, with new collections that embody Ted Baker’s signature British charm.

The US brand group, which also owns big names such as Reebok and Juicy Couture, operates on a licensing model. It blamed the failure of its UK arm on the partner chosen to run its stores and e-commerce platform in the UK and EU. Dutch retail business AARC ran into financial difficulty shortly after it was appointed and ABG stepped in with financial support but was ultimately unable to sustain the partnership. It was terminated in February of this year.

The company behind Ted Baker’s UK business, No Ordinary Designer Label Limited (NODL), was placed into administration in March. Administrators Teneo began closing stores and it was recently revealed that all remaining UK stores, have been slated for closure in the coming weeks. Prior to the administration, the company operated 46 stores in the UK. Despite the administration of the UK business, ABG remains the owner of the brand’s intellectual property. It has previously said it remains committed to the brand and actively seeks a new partner for the UK.

Read TheIndustry.fashion’s feature ‘In depth: The rise and fall of Ted Baker’ here.