Following the successful launch of its first Selfridges shop-in-shop at Manchester Trafford earlier this year, Ted Baker is continuing to expand its premium retail footprint with the opening of a second location at Selfridges Birmingham.
The new boutique marks another milestone in the brand’s ongoing retail growth strategy, reinforcing Ted Baker’s investment in elevated physical experiences and its partnership with one of the UK’s leading luxury department stores. Building on the momentum of the Trafford opening, the Birmingham space brings Ted Baker’s immersive Townhouse-inspired concept to a new audience, offering a curated edit of women’s ready-to-wear, accessories and lifestyle collections within a distinctive branded environment.
The opening reflects Ted Baker’s continued evolution as it expands its presence across key retail destinations, creating thoughtfully designed spaces that bring the brand’s signature British personality and storytelling to life.
The return to Birmingham is significant. The brand’s standalone Bullring store was among the first locations to close when its UK store operator, No Ordinary Designer Label, fell into administration in March 2024. All 46 of Ted Baker’s UK stores had shut by August 2024, ending the brand’s 36-year presence on the British high street and putting nearly 1,000 jobs at risk.
Since then, parent company Authentic Brands Group has been rebuilding the brand through a network of third-party partnerships. Their UK and European wholesale business is now operated by Pace Partnership London, founded by former Barbour managing director Ryan Llewellyn-Pace, while design and production is managed by New Lobster, owned by PDS Group.
