With the aim of breaking into the younger, more casual market, Ted Baker has announced a new, lower priced brand going by the name of Born by Ted Baker, which will ultimately have its own identity and website. Launching in the middle of August, most of the stocked merchandise will retail by as much as 20% lower than usual prices, starting at around Ј25 a garment. Initially the brand will include around fifty styles made up of shirts, t-shirts, polo-shirts, hoodies, and a range of coats and other outerwear.

 

Over forty locations will be used for promoting the brand along with Ted Baker watches. Flagship Ted Baker stores together with House of Fraser and Selfridges concessions, as well as some deals with other independent stores will all help in “spreading the word” as it were.

 

With one eye on a global expansion, the company are hoping that this foray into the younger, trendier scene will help the business to ultimately tap into to a whole new market. Company executives have stated that although the bulk of the line will be heading for current Ted Baker stockists, some will head to more casualwear focused establishments in an effort to eventually tap into new accounts.

It may be worth mentioning also, that Ted Baker rivals, the premium retailer Reiss, are also launching a more younger-focussed range of clothing to be known as Reiss 1971, and this will be happening a week before Ted Baker’s launch.