British fashion brand Ted Baker has announced a new partnership with Next for the licensing of its lingerie and nightwear collections. The agreement, set to last for three years, will involve Next collaborating with Ted Baker’s creative team to develop and distribute the collections, known as B by Ted Baker. This collaboration follows a successful partnership earlier this year on Ted Baker’s kidswear range. The aim of this licensing partnership is to support Ted Baker’s three-year transformation plan called the “Formula for Growth,” which aims to increase profitability, cash generation, and return on capital employed. With this new agreement, Ted Baker will have 20 global product licensing partners.

This announcement follows Next’s recent acquisition of a majority stake in Victoria’s Secret’s operations in the UK. Next will now oversee Victoria’s Secret operations in the UK and Republic of Ireland. As a brand, Next has been actively expanding its portfolio to include a wider range of brands, exploring areas with potential for strong growth, such as premium beauty.

The partnership between Ted Baker and Next demonstrates Ted Baker’s strategy of strengthening its presence in the lingerie and nightwear market. By leveraging Next’s distribution and retail expertise, Ted Baker aims to reach a larger audience and enhance its offerings in this category. This collaboration presents a significant opportunity for both brands to drive growth and reinforce their positions in the highly competitive fashion industry.

As Ted Baker focuses on expanding its licensing partnerships and Next seeks to diversify its brand offerings, it is expected that this collaboration will yield positive results. Customers can anticipate a range of new and stylish lingerie and nightwear collections from Ted Baker, now with increased accessibility through Next’s retail channels. It will be interesting to see how the two brands utilize their strengths to create innovative and desirable products for consumers.

For more information on this partnership, click here. To explore Ted Baker’s other licensing partnerships, click here.