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Ted Baker launches new online store that runs 12 storefronts internationally from a single store

Ted Baker: headless streamlining (Image: Ted Baker)

Ted Baker continues its move to become a digital-first brand, with the creation of a new website, increased international online reach and more engaging UX all run from a single store.

Using a multi-storefront headless platform, Ted Baker says it will manage its global online presence from a single store and streamline day-to-day back-end employee operations, while offering modern and frictionless customer experiences tailored to the needs of each market.

The company’s 12 regional storefronts will be fully localised to enable the luxury fashion retailer to meet the needs of its expanding customer base. Shoppers will be able to browse in their preferred language such as English, French, German and Spanish and make purchases using their preferred currency including Pounds, Dollars and Euros.

“Central to Ted Baker’s future-looking growth strategy is adopting a digital-first approach that supports our endeavor to offer a premier shopping experience for our customers and build brand awareness beyond Europe,” says Leon Shepherd, chief information officer of Ted Baker. “With its scalable yet robust platform, BigCommerce and its supporting partners created a custom-made solution that simplifies backend complexities, showcases our high-end product offering and enhances the customer journey as we continue to expand into new markets.”

Built on BigCommerce’s transformational multi-storefront (MSF) headless solution, Ted Baker worked with with Wunderman Thompson Commerce to seamlessly integrate Bloomreach’s content management solution, and Bloomreach Discovery, its search and merchandising solution, into the Ted Baker store.

“With the launch of this site, Ted Baker is solidifying their position as a digital leader in the luxury space. Personalization, enabled through AI-optimization, will play a critical role in the future of commerce,” comments Tjeerd Brenninkmeijer, EVP of EMEA, Bloomreach. “We are pleased to have worked with BigCommerce and Wunderman Thompson Commerce to bring this modern storefront to life for Ted Baker customers worldwide.”

“Today, global brands require a highly adaptable ecommerce platform that can meet the needs of both customers and the business,” said Neil Stewart, Global CEO, Wunderman Thompson Commerce. “From the onset, our objective with Ted Baker was to modernize the commerce experience, using headless solutions from a wide array of industry-leading partners. With BigCommerce and Bloomreach, we were able to support Ted Baker’s digital transformation journey, helping them build a tech stack that offers simplicity, efficient site management, and the best possible customer experience across 12 regional storefronts.”

“We are pleased to be working with one of the UK’s world-renowned fashion and lifestyle brands as it digitally transforms its business to drive growth and improve its competitiveness,” adds Jim Herbert, senior vice president and general manager of EMEA at BigCommerce. “BigCommerce’s headless multi-storefront solution, consumed through enterprise grade APIs and partner solutions, enables Ted Baker to deliver rich product and customer experiences to bolster online sales.”

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