RAJU PURSWANI. THRIVE MAGAZINE. 7th EDITION – OCT 2025

Do you remember names like Laura Ashley, Woolworths, Miss Selfridge, Naf Naf or Kookai? These were once powerhouses on British high streets, brands that defined decades of fashion and lifestyle. But like many icons of their time, they eventually faded into the background, becoming nostalgic footnotes in retail history.

Last October, I wrote a heartfelt piece for this very magazine about the sad demise of Ted Baker, a brand I not only stocked in my store but one I felt a deep personal connection to. It was one of those brands that stood for something: quality, quirkiness and quintessential British charm.

So, you can imagine my surprise (think emoji with hand over face) when, just a couple of months later, I received a call from the new owners of Ted with a proposal to partner on their relaunch.

We have all seen what can happen when iconic brands get bought out. Often, it is less about revival and more about exploitation: logos slapped on low-quality products with little thought for heritage or integrity. The brand gets diluted, the customer disillusioned and the story ends in disappointment. The owner walks away with a wad of cash and a once much-loved brand’s identity is left in tatters.

That was my biggest concern walking into that first meeting with the new Ted Baker team in London. But what I found gave me hope.

We had a long, honest conversation about what went wrong and, more importantly, how they planned to make it right. Here are just a few of the commitments that stood out:

RESPECTING BRAND IDENTITY

The team is focused on reclaiming Ted’s original identity by designing for the loyal customer who fell in love with the brand’s unique voice. They have done their homework and even brought back several ex-employees who deeply understand what Ted is really about.

DESIGNING WITH PURPOSE

Great brands are instantly recognisable not just by a logo, but by the feel of a product. Think Apple, Dyson and yes, the old Ted. The new collections aim to bring back those iconic, detail-rich pieces that speak volumes without shouting.

INDUSTRY KNOW-HOW

Fashion is not just about numbers, it is about nuance. The new team understands the delicate balance between quality, price, distribution and storytelling. They have successfully revitalised other struggling brands and this gave me hope that they could deliver on their promises.

With that, we agreed to take a measured, thoughtful approach to reintroduce Ted Baker in Gibraltar. And I am thrilled to share that, just twelve months after saying farewell, we are proudly welcoming Ted back to Marble Arc.

We are especially excited to be one of the first retailers worldwide to stock the new range. And here is the cherry on top: Ted Baker’s women’s clothing and accessories will launch by the end of October, perfectly timed for the festive season.

The initial collection has landed to a warm reception by our team, with Ted’s signature subtle detailing and wearable, stylish pieces. We cannot wait to hear what our customers think.

As for me, I am cautiously optimistic but deeply encouraged. Ted is back. And maybe, just maybe, this phoenix has a few more lives left in it.

https://gfsb.gi/thrive/