North America has led a solid increase in sales for Ted Baker in its first half year.

With group revenue increasing £32.7 million to £259.5 million, the UK-headquartered fashion retailer has proved once again that its overall strategy and business investments across its three distribution channels are paying off.

The retail business grew in value to £191.1 million, boosted by an almost 30 per cent increase in North American retail sales, while wholesale rose to £69.4 million and income from licensing increased to £7.9 million.  

Ted Baker’s store expansion continues as average retail square footage rose 9.7 per cent with store openings in the US, Canada and China, the addition of department store concessions in the UK, Europe and Asia and licensee store openings in newer territories South Africa and Vietnam.

Ted Baker’s premium design aesthetic and almost aspirational appeal continues to attract shoppers.  Products are recognisably and distinctively Ted Baker, making them highly desirable to its loyal customer following. Ted Baker also has an advantage over rivals such as Reiss and Whistles, in terms of its ability to appeal to women and men fairly equally across a variety of products as evidenced by growth across both womenswear (up 13.8 per cent to £148.9 million) and menswear (up 15.3 per cent to £110.6 million). The brand is also gradually positioning itself as a lifestyle brand, with expansion into categories such as homewares, stationery and luggage. Its distinctive aesthetic translates well into these complementary categories and will enable Ted Baker to create newer sources of revenue in a challenging clothing market.

eCommerce is hugely valuable and is a particularly stand-out element of the business. Investment in design, personalised content and language specific websites, the first of which launched in Germany during the half, further enhances the online experience. Initiatives such as its newly launched interactive video where customers can shop autumn/winter products as they watch further set Ted Baker apart from competitors.

Ted Baker’s products are typically smart, design-led and chic, and with Christmas coming up – will be top of mind for customers for partywear, occasions and gifting. As the retailer continues to invest in product and build brand awareness of its core offer in new and emerging markets, Ted Baker is well-positioned to continue on its upward trajectory over the second half year.

• Sarah Johns is an analyst with Verdict Retail.