Fragrance house

Ted Baker

Ted Baker was founded in Glasgow in 1988 by Ray Kelvin, beginning as a shop specialising in men’s shirts. From its menswear and contemporary shirting origins, it developed into a lifestyle label spanning womenswear, accessories, footwear, homeware, beauty and fragrance. Its identity has been built around quality, attention to detail and quirky humour, expressed through the “No Ordinary Designer Label” positioning. Kelvin also created a fictional Ted Baker persona to distinguish the brand from its founder, and that character became part of its public identity. The company was floated on the London Stock Exchange in 1997. Authentic Brands Group completed its acquisition of Ted Baker on 21 October 2022. In fragrance, a 2023 launch presented a four-fragrance floral collection; Elodie, one of the fragrances, was composed by British creative director and perfumer Angela Stavrevska for CPL Aromas.