Aditya Birla signs Ted Baker deal for India

Fashion lifestyle entity Aditya Birla Fashion and Retail Ltd (ABFRL) has entered into an agreement with London based fashion brand Ted Baker to bring the ‘No Ordinary Designer Label’ luxury brand to India. Ted Baker, a luxury brand famous for its distinctive use of design and colour, will offer menswear, womenswear and accessories to Indian consumers.

“We are happy to join hands with Ted Baker and build a strong presence for the brand with Indian consumers. This unique partnership will enable our consumers to explore a whole new world of creativity in fashion for men and women,” said Ashish Dikshit, business head, ABFRL.

Ted Baker’s menswear merchandise is a celebration of fashion and contemporary British spirit and a reflection of popular culture with a sense of style and humour. Its womenswear line has a fresh and feminine mix of exquisite European elegance with London flair with emphasis on surface decoration.

The sophisticated and high-quality brand is known for its subtle embroidery, use of the finest fabrics, amusing notes on the packaging and irreverent window schemes. It has over 500 stores across Europe, the US, Canada, Australia, Asia, China, South Africa and the Middle East.

“Ted Baker is renowned for its perfect mix of distinctive design, beautiful quality and unconventional approach to fashion, all liberally spiced with Ted’s irreverent sense of humour and a firm commitment to good old-fashioned values. Ted is proud to be partnering with ABFRL to bring something new to customers in India,” said a representative from Ted Baker.

ABFRL’s portfolio of brands spans luxury, premium, sub-premium and fast fashion segments. The addition of Ted Baker will further augment ABFRL’s position in the affordable luxury space giving its discerning customers a true taste of high end fashion.