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Born by Ted Baker eyes younger market

Ted Baker is aiming to take a slice of the younger market with a new directional, lower-priced casualwear sub-brand called Born by Ted Baker.

The menswear range is priced 20% below the mainline and includes shirts, polo shirts, T-shirts, hoodies and outerwear. It is aimed at 18 to 25-year-olds.

Key pieces include flannel shirts with double-collar details, quilted jackets and gilets in technical fabrics.

Born by Ted Baker will launch in 45 locations on August 17 including in selected Ted Baker stores, concessions in Selfridges and House of Fraser, as well as with key independent wholesale accounts.

Ted Baker brand communication director Craig Smith said the range would help the business tap into a new market.

He said: “We will sell it to existing Ted Baker stockists but it will also go to other indies that are more directional and focused on casualwear, which could be new accounts. This age bracket is one we would like to target a bit more. It’s a premium range with a more youthful feel to it and is more directional.”

Rival premium retailer Reiss is also due to launch a younger casualwear sub-brand, called Reiss 1971, on August 10.

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