Ted Baker Cuts Staff as Brand Evolution Continues

More staff cuts have hit Ted Baker. In a statement sent to FN, Ted Baker’s parent company Authentic Brands Group confirmed that there has been a “restructure” at the British fashion brand. “Through the process less than 15 percent of Ted Baker employees were impacted,” Authentic stated. “Neither store nor customer facing employees were affected.” And while the specific number of employees affected were not confirmed by Authentic, Drapers reported on Thursday that around 200 head office roles were eliminated earlier this month across departments including sourcing, finance, production and footwear. Authentic Brands Group announced its intent to purchase Ted Baker for 211 million pounds ($255 million) last August. “We are excited to build on the brand’s global foundation through a business model focused on licensing, wholesale, retail, digital and strategic marketing partnerships,” Authentic founder, chairman and CEO Jamie Salter said in a statement at the time. Since it acquired the British label, Authentic has made several changes to the operations of the brand, something the brand management firm typically does when it takes over a company. In April, Authentic inked long-term strategic deals with two new operating partners, PDS Group and AARC, to run the Ted Baker brand in the U.K. and Europe. At the same

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