Authentic Brands Group (Authentic), has announced it has signed long-term strategic partnerships with two new operating partners for Ted Baker in the U.K. and Europe, namely PDS Group (PDS) and AARC.

PDS, a fashion sourcing and manufacturing platform, will become a core licensee and operating partner for Ted Baker. PDS, through a U.K. subsidiary, will serve as the global hub for the newly established Ted Baker Design Group (TDG) and take on Ted Baker’s design and merchandising functions. TDG, which will be located at Ted Baker’s current London headquarters at 101 Cleveland Street, will be responsible for all design, development and product innovation servicing partners around the world, ensuring that the brand’s vision and ethos are preserved.  

Global Ted Baker distribution partners will purchase the brand’s core categories from TDG, including men’s and women’s sportswear and outerwear, men’s dress shirts, women’s dresses and fashion handbags. TDG will also service wholesale accounts in the U.K. and Europe. 

Further solidifying the new Ted Baker model and preserving the brand’s retail footprint across the U.K. and Europe, Authentic has simultaneously signed a partnership with AARC to operate Ted Baker’s 120-plus retail stores and concessions and online presence. AARC is a retail operator in 11 countries across Europe, Middle East and Africa. 

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As Authentic signs partnerships with several operating partners that have established leadership structures, Rachel Osborne, chief executive officer, along with other senior executives, will be stepping down from their roles at Ted Baker. This change is part of a broader transformation process as Ted Baker shifts toward Authentic’s licensing model, which partners with leading operators to optimize brand value in the marketplace. Other senior executives who will depart from Ted Baker include Marc Dench, chief financial officer, Peter Collyer, chief people officer and Helen Costello, group commercial and business development director.  

“On behalf of myself, Marc, Peter and Helen, I would like to thank all our colleagues at Ted Baker for their enduring support and commitment during our tenure at the business,” says Osbourne. “Ted Baker remains an iconic name with global brand recognition and we feel privileged to have helped the business through this transition period. We’re glad to be leaving the business in good hands with a committed group of leaders at Authentic, PDS and AARC, and we’ll do everything in our power to set these new partnerships up for the greatest of success.” 

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