Authentic Brands Group (Authentic) has announced it has signed a long-term strategic partnership with OSL to operate the Ted Baker North America business.

OSL, a North American customer acquisition platform, now bolsters its expertise with the integration of Ted Baker, bringing on the brand’s North America-focused team to lead the charge in the growing territory. Leveraging Authentic’s integrated marketing platform, OSL will work with the company to activate the brand across all consumer touchpoints. 

“A key component of our growth strategy was to secure a leading North American operator for Ted Baker and continue to preserve the brand’s UK-based design hub,” says John McNamara, chief transition officer, Authentic. “This partnership checks an important box within Authentic’s global Ted Baker strategy of assembling a network of leading partners who are operational experts around the world. We are very pleased to partner with retail pioneer, OSL, on this strategy.” 

Through the partnership, the Ted Baker team, located in New York, will join OSL and continue to drive the brand’s 80-plus retail stores and concessions, wholesale distribution and TedBaker.com in the U.S. and Canada. Core categories including men’s and women’s sportswear and outerwear, men’s dress shirts, women’s dresses and fashion handbags will be designed and supplied by Ted Baker’s London HQ. 

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“We are proud to partner with Authentic on this distinctive fashion brand,” says Brett Farren, chief executive, OSL. “Ted Baker is a uniquely British brand with a rich heritage, and we look forward to continuing to elevate the brand’s position in the U.S. and Canada, enhancing its relationship with its existing consumer base and growing its fan base across North America.”