Ted Baker, the fashion retailer which has built sales through word-of-mouth rather than advertising, is to launch a range of girls’ clothing called Teddy Girl.
The move follows the brand’s expansion into womenswear, with a range called Ted Baker for Women, and a collection for boys: Teddy Boy.
The fashion brand’s last interim results announced in October showed a 15 per cent increase in pre-tax profits from &£2.53m to &£2.9m on sales up 32 per cent to &£16m. This positive performance was aided by the opening of a flagship Ted Baker store at the Bluewater shopping centre in Kent.
Since its flotation on the London Stock Exchange more than two years ago, the Ted Baker brand has grown steadily.
Chief executive Ray Kelvin has taken the brand into a variety of product areas, with an Edward Baker label for men’s tailored clothing, accessories, underwear and a new range of toiletries called Ted Baker Skinwear.