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Ted Baker rings the changes - Licensing.biz

Ted Baker rings the changes

Move into children's wear swiftly followed by expansion into the mobile phone sector.
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High Street clothing retailer Ted Baker is expanding into the mobile phone arena.

The company has revealed that it is working with Carphone Warehouse for the launch of two Ted Baker-branded mobiles next month. This will see it follow in the footsteps of other luxury fashion labels such as Prada and Armani, which both recently stepped into the mobile phone market.

Ted Baker has also recently moved into children's wear - the Baker label is exclusive to 69 Debenhams department stores and has been performing well.

The mobile announcement came as the firm revealed half-year revenues had grown eight per cent to £66.2m, although pre-tax profits were flat at £7m amid contrasting fortunes for its retail and wholesale divisions.

The group's shift towards retail and licensing will mean that the firm will see most of its annual profit stem from the second half.

Ray Kelvin, Ted Baker's chief executive, said the company had thought long and hard about its brand expansion. "We're not going to stick our name on absolutely everything. Armani have one coming out and Prada have had one," he said on the mobile phone move.

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