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Ted Baker ropes in Next as lingerie partner


The British clothing giant Ted Baker has signed fashion retailer Next as its new lingerie and nightwear lingerie partner.

As per the deal, Next will make and distribute Ted Baker’s lingerie and nightwear collections, which will be known as ‘B by Ted Baker’.

To be developed in close collaboration with Ted Baker’s creative team, ‘B by Ted Baker’ will be officially unveiled in May 2021.

The exquisite Ted Baker-Next collections will be available not only through Next’s online retail channels, but also via the website of Ted Baker.

The new agreement carries forward the good relations both the brands have been sharing with each other for several years. Notably, early this year, Next had also unveiled Ted Baker’s childrenswear collections.

Ted Baker believes licence partnerships such as the one signed with Next is a key component to its ‘Formula for Growth’ – Ted Baker’s 3-year transformation plan that was launched this summer.