Mar 11, 2021
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Ted Baker signs new licence partnership deals for MENA and Indonesia

Mar 11, 2021

Ted Baker a secured new territory licence deals for the Middle East/North Africa (MENA) and Indonesia to drive the UK-based global lifestyle brand's “digital and asset-light growth”.

Ted Baker

The MENA deal is actually an extension to the current retail agreement Ted Baker has with Al-Futtaim Group but adds in new  e-commerce and wholesale rights for the region.

The all-new 10-year Indonesia deal has been signed with PT Mitra Adiperkasa (MAP) for the retail licence.

The fellow-10-year Al-Futtaim agreement now means MENA will be Ted Baker’s first full omnichannel territory operated by a licence partner. The complete integrated package across retail, digital and wholesale channels “is a key pillar of the group’s three-year transformation plan… which is designed to deliver a more profitable, more cash generative and higher return on capital employed business”, Ted Baker said.

Al-Futtaim currently operates 24 Ted Baker stores and concessions across Bahrain, Egypt, Qatar, Saudi Arabia and UAE. The addition of e-commerce and wholesale rights will aim to further strengthen the customer experience of the brand in the region, they said. Specific benefits to customers will include alignment of pricing and promotions across channels, and an improved e-commerce proposition with shorter delivery times, and ship-from-store and click-and-collect services.

Meanwhile, under the terms of its retail and selective digital rights agreement, MAP has “committed to an ambitious store and concession opening plan and will sell via selective online platforms in Indonesia”. This expanded distribution will build brand awareness in the Asian region alongside the five other licence partners and the group’s China JV, Ted Baker noted. 
Following these new licence agreements, Ted Baker will have 17 retail licence partners and 20 product licence partners across the globe.
Helen Costello, Group Commercial and Business Development director at Ted Baker, said: “Having worked with the Al-Futtaim team for many years, we know they have an excellent understanding of Ted Baker and our customers. Al-Futtaim’s experience also means that they are particularly well-placed to fully realise the significant growth potential from the accelerating consumer shift to online channels in the region”.

She added: “MAP is the leading retail expert in Indonesia, and they have the right team and experience in place to build on the strong foundations that are already in place. It is a testament to the strength of our brand that we continue to partner with the leading experts in their relevant categories across the world”.

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