Signs of a British invasion?
Following the lead of Burberry and Mulberry, Ted Baker, the British fashion house that bridges high street and luxury, announced it will open its first store in mainland China.
The 3,000 sq ft store will open in Beijing in the second half of 2011. The company is making its China foray without any Chinese partners.
“We’re managing it all ourselves, which is very pioneering,” Ray Kelvin, founder and chief executive, told the Financial Times. “Some people say brave, we think not. We’re not doing it with a partner.”
“In Asia it’s all about luxury. We can develop and sell a luxury product and make it more affordable, and that’s quite a new concept to that part of the world.”
Ted Baker started off making menswear in Glasgow in 1988. While it is best known for suits and shirts, it also offers swimwear, accessories, footwear and lingerie.
In England Ted Baker is an icon, like a Ralph Lauren to the Americans, who is more than just a purveyor of the finest quality shirts. While there is no Ted Baker; Mr. Baker, the brand, symbolizes “the ultimate Englishman” who is “stylish, worldly and roguish.” The brand is known for refinement and distinction with a cheeky British humor.
photo credit: ted baker