Ted by Ted Baker has launched its collection at Macy’s stores throughout the U.S. as well as on the department store’s website. This new subbrand, owned by Authentic Brands Group, aims to present a more laid-back style compared to its main collection, which has a home at Bloomingdale’s.
New Collection Details
The debut of Ted by Ted Baker was announced on Friday, with the collection featuring a variety of items such as outerwear, knitwear, shirts, polos, trousers, and other essentials. The pricing of these new pieces includes suit pants at $200 and jackets priced at $480. Despite the introduction of this more relaxed line, the original Ted Baker brand continues to offer its slightly more premium-priced items at Bloomingdale’s.
Strategic Plans from Macy’s CEO
During a first quarter earnings call in June, Tony Spring, CEO of Macy’s Inc., indicated that the introduction of new brands like Ted by Ted Baker is part of a strategy to maintain the distinct appeal of Bloomingdale’s while simultaneously enhancing the fashion-forward image of Macy’s. This strategic move appears to be part of a broader effort to revitalise both retail chains under Macy’s Inc., which achieved a year-over-year net sales increase of 1.8% by the first quarter of 2026.
Macy’s and Bloomingdale’s Turnaround
Tony Spring, who transitioned from a long tenure at Bloomingdale’s to lead Macy’s Inc. in 2024, has stated that synergies between the two stores were crucial for rejuvenating Macy’s performance. He explained the focus is on recognising and leveraging emerging trends and market opportunities while maintaining distinct brand identities.
Brand Vision and Authenticity
Gina Ottomanelli, the senior director of creative design at United Legwear & Apparel Co., a longstanding partner of Authentic, highlighted that the Ted by Ted Baker collection seeks to merge traditional British style with contemporary global fashion sensibilities. Ottomanelli described the collection as one that encapsulates timeless style and individuality, offering pieces that naturally integrate with daily wardrobes.
Background and Portfolio Expansion
Authentic acquired Ted Baker in 2022. However, in 2024, the North American retail operators of Ted Baker filed for bankruptcy, shuttering its physical stores and website in the region. The brand’s U.K. operations followed suit, ceasing in August 2024. Aside from Ted Baker, Authentic’s diverse portfolio encompasses over 50 brands, including Guess, Reebok, Champion, Nautica, Forever 21, and Barneys New York.
Reporting based on coverage first published by retaildive.com.