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Ted Baker pursues more women

Ted Baker will roll out womenswear-only stores following a successful trial of the format in London's Covent Garden.

Chief executive Ray Kelvin said that the womenswear-only format has traded strongly since opening six weeks ago. "We're looking for half a dozen sites in London at the moment. The store in Langley Court has been going very well. It's sexy and sophisticated," he said.

Kelvin described the format, known within the business as 'Langley stores', as more indulgent and aspirational than the retailer's dual menswear and womenswear stores.

Ted Baker reported a 12.8% increase in retail sales for the 19 weeks to June 9 compared with last year. Retail square footage rose by 6.9% during the period.

Wholesale sales for the same period were down 6.7%, partly due to the company culling accounts as part of its strategy to streamline distribution. As part of this, it stopped supplying retailers it no longer deemed appropriate for the Ted Baker brand.

Overall, men's suiting performed well at a time when less premium and mid-market retailers, such as SRG and Moss Bros, have been having a tough time, according to Kelvin. "We've not chased price," he added.

The retailer used the Langley Court store to showcase a new premium women's capsule range, called Ted Baker Limited Edition. The collection includes silk pieces and detailed embellishments, with prices from £50 for tops and £110 for dresses. It is available in Ted Baker's standalone stores and concessions, plus selected wholesale customers.

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