M and M Direct has launched a clearance website for Ted Baker in a collaboration with the premium brand.
The website, Ted’s Shed, sells menswear, womenswear and kidswear from Ted Baker with discounts of up to 65%, on a stand alone website which is accessed via the M and M Direct site.
The product on the site includes end of lines and older stock and the website features Ted Baker’s signature creative and quirky design and branding. Ted Baker already has a transactional website for its current full price stock.
M and M Direct sells a raft of fashion and sports brands at discounts through its website including Levi’s, Bench, Peter Werth, Ben Sherman, Reebok and Adidas. However, the Ted Baker site is the first time that it has launched a separate standalone website for a brand.
M and M Direct chief executive Steve Robinson said that the outlet website concept was a great opportunity for brands and online operators to consolidate their relationship to deal with clearance stock.
“This kind of website allows a brand to sell older stock in a low key way that still reflects and protects the brand’s values,” he said.
Robinson added that there could be opportunities for M and M Direct to create similar sites with other brands.