There’s been a lot of turmoil at Ted Baker lately but following the closure of its UK stores there looks to some stability coming for its UK and Europe web ops as its owner strikes a new licensing deal.

Owner Authentic Brands Group said United Legwear and Apparel Co (ULAC) — an existing US licensee — is to operate the brand’s webstore in Britain and Europe.

ULAC is a big business and has partnerships also running with major labels including Skechers, Puma, Scotch & Soda and DKNY. Importantly, it’s the Ted Baker operating partner in North America so the prospect of a joined-up strategy is strong.

The partnership that’s due to kick off this autumn comes after reported talks between Authentic and Frasers Group ended.

Ted Baker was bought by Authentic for £210 million in 2022 but has faced tough times since then as the cost-of-living crisis undermined the label’s recovery plans internationally.

That led to job losses and store closures with the remaining UK shops having been shuttered only this month.

Authentic sports and lifestyle global president Jarrod Weber said the company has “had a strong start to our partnership with United Legwear” and said it’s a “solid partner to continue Ted Baker’s story in the place where the brand began”.

He also cited ULAC’s “proven track record in translating global brands for the UK market [that] 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.”

And ULAC’s COO Chris Volpe added the company’s 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.”

ULAC was announced as a Ted Baker ‘foundational partner’ at the start of August, along with BCI Brands and Peerless Clothing, the trio “securing the future of the brand in the US and Canada”.

Within that deal, ULAC doesn’t only operate Tedbaker.us and Tedbaker.ca but also designs and manufactures the branded men’s sportswear, golf and denim categories and is responsible for all wholesale and concession shops.