Ted Baker has relocated its Bluewater store to a larger site that features a one-off store concept based on a fictional Kent village called Tedbury.
The new store, which is almost double the size of its previous Bluewater space, opened on November 11. The concept will not be replicated elsewhere but is part of a strategy to keep stores “unique”, according to the premium lifestyle retailer’s founder Ray Kelvin .
He said: “At Ted Baker we don’t do anything twice. This is the first and only store where people will be able to see this concept. We want all our stores to be unique and to offer customers a different experience, so no two stores will ever be the same.”
The 7,000 sq ft store is split into four different village ‘shops’, or zones, including a country pub, an old apothecary, a butchers and a tea and cake shop.
Each zone has been segmented to include a different part of the collection. “Each area is mixed with menswear and womenswear but the Endurance collection is in the pub and the mainline is in the butchers,” said Kelvin.
According to Kelvin, the decision to increase Ted Baker’s retail space was due to strong sales at Bluewater. He said: “We’ve had a store in Bluewater since it opened, which is almost 15 years ago, and have seen really good growth there. Our old store was simply too small and we couldn’t showcase the entire collection. Now we can.”
Ted Baker also plans to roll out in-store Wi-Fi by the end of the year. It is part of Ted Baker’s plans to link its online and offline strategies, which will also include in-store iPads and touch screens for customer ordering and click-and-collect.