Ted Baker Asia trading ‘a challenge’

Global fashion chain Ted Baker overcame an uncertain backdrop in Asia to boost profits by 18.6 per cent last year.

Rebecca Marks, an analyst at Verdict Retail, said Ted Baker’s strong full year results demonstrate the strength of the brand, driven by its reaction to trends “and signature mix of quality and attention to detail”.

Ted Baker reported a pre-tax, full-year profit of £58.7 million.

But the company said while trading generally was in line with expectations, the Ted Baker Asia business trading environment “continues to be challenging”.

“Whilst Asia currently represents a small part of our business at 3.4 per cent of revenue, we remain positive about the long term opportunities to develop the brand in this territory,” the company said.

“In Asia, we remain focused on building brand awareness in this market where we are in the relatively early stages of investment. In line with our development strategy in this territory, we have opened another store in Beijing and we are opening further concessions in China and Japan.”

Marks said the overall results showed Ted Baker was on track to establish itself as a global lifestyle brand.

“The  investment in brand-building in newer markets paying off,” she said.

“A strong performance in North America demonstrates the brand’s growing recognition, enhanced by 22 retail and wholesale openings in this market throughout this period. Closer-to-home, the brand is investing in a new distribution centre in the UK to service its European markets – a necessary move to support the growing popularity of its e-commerce platform, where its 45.8 per cent growth primarily reflected its performance in the UK.”

While womenswear sales were up 15.9 per cent year-on-year, menswear collections outperformed with 20.1 per cent growth.

“As the prevalence of celebrity and fitness culture continues to heighten male’s interest in fashion and personal appearance, Ted Baker opportunely responded to its typical 25-45 year old male shoppers’ growing demands for increased choice and style with its fashion-led quality collections justifying its premium price points,” said Marks.

“A raft of planned store openings planned in the coming year, alongside continued investment in its eCommerce platforms and personalisation globally, will help ensure Ted Baker is positioned to enjoy another flourishing financial year ahead. Initial reactions to its Spring/Summer collections have been positive, tapping into the growing activewear market with its new contemporary collection of premium sportswear for women, Fit to a T.


1 comment

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    Clare posted on March 18, 2016

    Challenging trading? Think that's because it is more than double UK pricing in Asia! Consumers aren't stupid with online shopping becoming the norm brands like Ted Baker, French Connection, Karen Millen etc can't justify the massive Asia mark ups much longer when they can buy at a fraction of the cost online. For proof look how well Zara and H&M are doing when they have aligned pricing much closer to Europe. reply

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