Authentic Brands Group Signs OSL as Strategic North American Partner for Ted Baker
Leading Operator Takes on Ted Baker Retail, Wholesale and E-commerce Across the Region
New York, NY — Authentic Brands Group announced that it has signed a long-term strategic partnership with OSL to operate the Ted Baker North America business.
Through the partnership, the Ted Baker team, located in New York, will join OSL and continue to drive the brand’s 80-plus retail stores and concessions, wholesale distribution and TedBaker.com website in the United States and Canada. Core categories including men’s and women’s sportswear and outerwear, men’s dress shirts, women’s dresses and fashion handbags will be designed and supplied by Ted Baker’s London HQ.
“A key component of our growth strategy was to secure a leading North American operator for Ted Baker and continue to preserve the brand’s UK-based design hub,” said John McNamara, Chief Transition Officer, Authentic, who has been leading the transition of Ted Baker into the Authentic platform. “This partnership checks an important box within Authentic’s global Ted Baker strategy of assembling a network of leading partners who are operational experts around the world. We are very pleased to partner with retail pioneer OSL on this strategy.”
OSL is a leading North American customer acquisition platform with proven capabilities in retail operations, specialized distribution and digital marketing. OSL partners with a roster of Fortune 500 companies to enhance their digital, direct-to-consumer and bricks-and-mortar functions. With this partnership, they now bolster their expertise with the integration of Ted Baker, bringing on the brand’s North America-focused team to lead the charge in this growing territory. Leveraging Authentic’s integrated marketing platform, OSL will work closely with the company to activate the brand across all consumer touchpoints.
“We are proud to partner with Authentic on this distinctive fashion brand,” said Brett Farren, CEO, OSL. “Ted Baker is a uniquely British brand with a rich heritage, and we look forward to continuing to elevate the brand’s position in the US and Canada, enhancing its relationship with its existing consumer base and growing its fan base across North America.”
About Authentic Brands Group
Authentic Brands Group (Authentic) is a global brand development, marketing and entertainment platform, which owns a portfolio of more than 40 iconic and world-renowned Lifestyle, Entertainment and Media brands. Headquartered in New York City, with offices around the world, Authentic connects strong brands with best-in-class partners and a global network of operators, distributors and retailers to build long-term value in the marketplace. Its brands generate approximately $24.4 billion in global annual retail sales and have an expansive retail footprint in more than 150 countries, including 10,400-plus freestanding stores and shop-in-shops and 356,000 points of sale.
Authentic is committed to transforming brands by delivering powerful storytelling, compelling content, innovative business models and immersive experiences. It creates and activates original marketing strategies to drive the success of its brands across all consumer touchpoints, platforms and emerging media. Authentic’s brand portfolio includes Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Shaquille O’Neal®, David Beckham®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Sports Illustrated®, Reebok®, Eddie Bauer®, Spyder®, Volcom®, Airwalk®, Nautica®, Izod®, Brooks Brothers®, Barneys New York®, Judith Leiber®, Ted Baker®, Hervé Léger®, Frye®, Juicy Couture®, Vince Camuto®, Lucky Brand®, Aéropostale®, Forever 21®, Nine West®, Jones New York®, Tretorn®, Prince®, Van Heusen®, Arrow®, Hickey Freeman®, Hart Schaffner Marx® and Thomasville®.
About OSL Retail Services
Building successful relationships is at the core of OSL’s blueprint. OSL was established in 2012 to provide clients with custom-designed, strategic sales solutions in retail, direct sales, merchandising and customer acquisition. With that crucial, brand-customer relationship top-of-mind, OSL has continued its momentum, perfecting the art of sales relationships and solutions that inspire growth.
Today, a diverse, passionate team delivers award-winning sales and customer experiences for our clients. OSL works in over 2,000 retail stores across North America and employs field marketers across Canada. Our continued growth is balanced and strengthened by the long-term relationships we’ve built with customers, clients and local communities.
About Ted Baker
Ted Baker is a distinctive British lifestyle brand known for its unique blend of style and eccentricity, superior craftsmanship, and contemporary designs. The brand offers timeless collections that feature classic tailoring, sharp silhouettes and fun and playful pieces that have a bold personality and identity. Ted Baker offers a wide range of categories, including menswear, womenswear, accessories, footwear, homeware and beauty. Ted Baker is available in 191 freestanding stores, shop-in-shops, and outlets in 49 countries worldwide.