Ted Baker opens a new concept store in London

Ted Baker's story begins in Glasgow, in 1988. The first store was dedicated to menswear, especially shirts. A few stores and years later, Ted Baker Woman was launched. That was twenty years ago. Today Ted Baker has a network of almost 400 stores around the world and is one of the 500 top brands in the UK. What makes Ted Baker unique is that they never do things like others. There's always a touch of fun and eccentricity, in the clothes as well as in the way of doing business, and everything is in the details. That's Ray Kelvin's originality. Indeed, Ted Baker is a brand name and Ray Kelvin is the man behind it but you won't get a chance to see his face: he doesn't think it's necessary.

Similarly, Ted Baker has never advertised the usual way, with full pages in fashion magazines or billboards in the streets. The brand is more into real connections with their customers, like their recent treasure hunt on Instagram. Ted Baker is also creative with the stores: they all have their own identity. In Kent, it's a village with little shops. In Tokyo you're surrounded by glass and in Los Angeles, you won't miss the paisley print. That makes the forthcoming opening of Ted Baker's new concept store quite exiting. The event is planned for the beginning of June in London, on Commercial Street. With 6,000 sq ft, it's going to be Ted Baker's biggest store ever. This is still a mystery for now but apparently, the location should unveil an industrial/warehouse style with concrete, blocks, steel and some high-tech features. If you happen to be around in a couple of weeks, it will surely be worth the look, just out of curiosity.

*Photo: Ted Baker online store