COVID-19: Ted Baker places courageous face on pandemic gross sales droop


Ted Baker, the formal and instance put on store, has reported a droop in annual gross sales all over the coronavirus pandemic however argued it’s now higher positioned to navigate proceeding disruption.

The trend chain reported a deepening pre-tax lack of £107.7m for the yr to the tip of January at the again of a £77.6m sum within the earlier 12 months.

The corporate was once already within the doldrums at the moment – prior to COVID-19 hit – because it pledged a restoration from a string of setbacks together with a £58m stock overstatement and the departure of earlier leader govt and founder Ray Kelvin following misconduct allegations – claims he has denied.

Ted Baker denied there was a culture of 'forced hugs' at the firm
Ted Baker’s founder Ray Kelvin denied claims together with ‘pressured hugs’ whilst he ran the company

Ted Baker mentioned on Monday that the pandemic had taken an inevitable toll on its CEO Rachel Osborne’s transformation plan, which incorporates a larger center of attention on on-line gross sales.

It published an underlying pre-tax lack of £59.2m for its remaining monetary yr in comparison to a £4.8m benefit the former yr as its world retailer footprint fell beneath coronavirus buying and selling restrictions.

Overall earnings fell 44% to £352m despite the fact that e-commerce gross sales have been up 22% to £144.9m.

The corporate, like many opponents, needed to minimize jobs and lift money all over the peak of the disaster because it navigated the disruption to customary existence which closely limited call for for its high providing.

Competition with a focal point on athleisure and casualwear have tended to do higher given extra other folks running from house and the loss of alternatives to revel in nights out.

Ms Osborne mentioned: “Whilst the have an effect on of COVID-19 is apparent in our effects and has amplified one of the vital legacy problems impacting the trade, Ted Baker has answered proactively and is in a miles more potent position than it was once a yr in the past.

Ted Baker has 560 stores and concessions worldwide
Ted Baker – lengthy criticised for a loss of center of attention on on-line gross sales – has 521 shops and concessions international

“All the way through the duration, we delivered powerful cashflow era, mounted our steadiness sheet, refreshed our senior management group and lately we’re upgrading our monetary goals for the second one time since outlining our new technique remaining summer time.

“Moreover, now we have made just right growth with our sustainability technique, Fashioning a Higher Long term, together with the mapping of all of our manufacturing facility companions inside our provide chain and considerably expanding our utilization of cotton from sustainable resources to 69%.”

Stocks opened undoubtedly to begin with however later fell again by means of round 1.6%.

Senior analyst at Freetrade, Dan Lane, mentioned the consequences represented one thing of an personal purpose, regardless of the rise in e-commerce gross sales.

“Ted’s on-line presence wishes an almighty spice up and will have to were serious about years in the past.

“It in the end began to get some consideration as a part of ‘Ted’s Components For Expansion’ however leaving it so overdue has intended being ill-prepared for the shift on-line over the yr.

“It is going to be the epitome of ‘too little too overdue’ for numerous beleaguered traders.”


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