Ted Baker Taps BigCommerce’s Platform to Launch Online Store

BigCommerce, a leading Open SaaS eCommerce platform for fast-growing and established brands, today announced the launch of a composable, modern eCommerce experience for Ted Baker, the UK-based global lifestyle brand.

Built on BigCommerce’s transformational multi-storefront (MSF) the headless solution, Ted Baker uses a single BigCommerce store to operate multiple unique storefronts and leverage the platform’s ever-evolving partner network to strengthen its posture as a digital-first brand.

BigCommerce worked 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 to drive more impactful, relevant shopping experiences for Ted Baker customers.

With its new multi-storefront headless platform, Ted Baker 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 localized 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
a digital-first approach that supports our endeavor to offer a premier shopping
experience for our customers and build brand awareness beyond Europe,” said
Leon Shepherd, Chief Information Officer of Ted Baker. “With its scalable yet
a robust platform, BigCommerce and its supporting partners created a custom-made
the solution that simplifies backend complexities, showcases our high-end product
offering and enhances the customer journey as we continue to expand into new

“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,” said 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.”

“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,” said
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.”

Wunderman Thompson Commerce further integrated BigCommerce and Bloomreach with
Ted Baker’s back-office systems for product data, order processing and
in-store omnichannel functionality. BigCommerce’s in-built integrations to
Adyen, Klarna, PayPal and Avalara provide Ted Baker with global payment and
tax coverage with future plans to integrate to Fluent Commerce’s SaaS order
management system.

Ted Baker’s new website launch comes at a time of continued growth for the UK
eCommerce market, a global trend that has been accelerated by the pandemic.
In the UK alone, eCommerce sales are projected to reach $199 billion in 2022
with online sales currently accounting for 26.9% of overall retail sales. The
launch also underpins Ted Baker’s ongoing commitment to develop its eCommerce
offering and drive digital and omnichannel growth.

Ted Baker joins a growing line of well-known fashion brands that includes
Rivet and Hide, La Perla, Grenson, Olive Clothing, Badgley Mischka, Peter
Christian, Bohemian Traders and Closet London all using BigCommerce’s Open
SaaS platform to power and innovate their online businesses.