UK-based global lifestyle brand Ted Baker has announced new licence partnership deals for the Middle East/North Africa (MENA) and Indonesia. These deals are part of the company’s strategy to drive digital growth and adopt an asset-light approach.

The MENA deal extends Ted Baker’s existing agreement with Al-Futtaim Group and includes e-commerce and wholesale rights for the region. This 10-year agreement makes MENA Ted Baker’s first full omnichannel territory operated by a licence partner. The integration of retail, digital, and wholesale channels is a crucial component of the brand’s three-year transformation plan, which aims to enhance profitability and generate higher returns on capital.

Al-Futtaim currently operates 24 Ted Baker stores and concessions across several countries in the MENA region. With the addition of e-commerce and wholesale rights, the brand aims to improve the customer experience by aligning pricing and promotions across channels, enhancing the e-commerce proposition with faster delivery times, and offering ship-from-store and click-and-collect services.

In addition to the MENA deal, Ted Baker has signed a 10-year agreement with PT Mitra Adiperkasa (MAP) for the retail licence in Indonesia. MAP will focus on opening stores and concessions, as well as selectively utilizing online platforms in the country. This expansion of distribution is aimed at increasing brand awareness in the Asian region. With these new licence agreements, Ted Baker will have a total of 17 retail licence partners and 20 product licence partners worldwide.

Helen Costello, the Group Commercial and Business Development Director at Ted Baker, expressed confidence in both Al-Futtaim and MAP, emphasizing their expertise and understanding of the brand’s customers. Costello sees Al-Futtaim’s experience as crucial in realizing the growth potential in the MENA region, especially with the increasing shift towards online channels. She also praised MAP as the leading retail expert in Indonesia, highlighting their strong foundations and commitment to collaborating with global experts.

These new licence partnerships underline Ted Baker’s commitment to expanding its global presence and leveraging the strengths of its partners in different regions. By capitalizing on digital and omnichannel opportunities, the brand aims to solidify its position as a leading lifestyle brand in the fashion industry.

To learn more about Ted Baker’s new licence partnerships, you can visit their official website here. For further information on Al-Futtaim Group, you can visit their website here.