Ted Baker’s switch to headless commerce brings efficiency gains


Download the Luxury 2022 report for further insight

Download the Luxury 2022 report for more perception

Vogue, shoes, eyewear and homeware luxurious brand Ted Baker was set up in Glasgow in 1988 by Ray Kelvin next an epiphany even though, in accordance to the company’s biography, he was fishing. 


By 2019, Ted Baker experienced turn out to be a multi-channel retailer, investing in digital, like numerous luxurious brands, as a secondary profits channel to its outlets. The pandemic pressured the company to rethink the function of electronic, going rapidly to change gross sales on the web. 


In 2021 in the Uk and Europe, 56.2% of its retail profits were on the web, as ended up 29.4% of gross sales in the US.


Wholesale revenue of £55.5m were 40.6% up on 2020. This saw it report revenues of £199.3m in the 28 weeks to August 14 2021, a 17.6% enhancement on the exact same time in 2020, whilst product sales ended up nevertheless additional than a third reduced (-36.4%) than the exact same time in pre-pandemic 2019. 


This will streamline day-to-working day back-conclude employee functions, although featuring “a modern-day and frictionless client experience personalized to the desires of each market”. 


Ted Baker has pinned its hopes on getting electronic to start with retailer – utilizing technologies to service its buyers much better, as properly as producing efficiencies within just its personal organisation.


In early 2022, the corporation unveiled a new multi-storefront headless system, which the retailer claims it will use to deal with its international on the internet presence from a solitary store. This will streamline day-to-day back-end employee functions, when supplying “a present day and frictionless consumer practical experience personalized to the requirements of each market”.


The company’s 12 regional storefronts will be entirely localised to help the retailer to meet the demands of its expanding worldwide customer foundation. Purchasers will be capable to look through in their most popular language – including  English, French, German and Spanish – and make purchases employing their favored forex of Lbs ., Dollars and Euros. 


Over all, Ted Baker sees the system construction as being scalable for future growth into other locations.


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