Conclusion: Lessons Learnt

• Key point: To counter store closures and declining sales, Ted Baker relaunched its online retail presence.

  • After multiple profit warnings and Ray Kelvin’s departure, the company refocused on digital retail.

  • Relaunched website emphasizes British charm and sophistication to reconnect with customers.

  • Challenges remain: Ted Baker must ensure products remain relevant and competitively priced to succeed in the online market.