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Fall from grace: Can Ted Baker make a comeback?

There can be no doubt that Ted Baker has been among the hardest hit retailers during the Covid-19 pandemic. The retailer reported that its overall revenues plummeted by 47 per cent in its fourth quarter, as it was greatly impacted by the complete closure of its UK store portfolio. E-commerce was unable to offset this shortfall and declined by 1 per cent, underlining how Ted Baker’s product offer – which focuses on occasion and workwear – has suffered from Covid-19. No ordinary designer lab