Sun, Dec 4, 2016 | updated 01:18 AM IST

Aditya Birla Fashion, Retail strikes a deal with global luxury brand `Ted Baker'

Updated: Nov 04, 2016 18:06 IST

New Delhi [India], Nov 4 (ANI-NewsVoir): Aditya Birla Fashion and Retail has signed an exclusive deal with UK's most successful fashion brand, `Ted Baker'.

Ted's is a style that is completely unique. From subtle embroidery and the use of the finest fabrics to amusing notes on the packaging and irreverent window schemes, everything that bears the Ted Baker name offers sophistication and quality. Ted Baker has more than 500 stores across Europe, the United States, Canada, Australia, Asia, China, South Africa and the Middle East.

A reflection of popular culture with a sense of style and humor, the menswear merchandise is a celebration of fashion and contemporary British spirit. The women's wear line has a fresh and feminine mix of exquisite European elegance with London flair with emphasis on surface decoration.

"We are happy to join hands with Ted Baker and build a strong presence for the brand with Indian consumers. This unique partnership will enable our consumers to explore a whole new world of creativity in fashion for men and women," said Business Head Aditya Birla Fashion and Retail Ltd., Ashish Dikshit.

"Ted Baker is renowned for its perfect mix of distinctive design, beautiful quality and unconventional approach to fashion, all liberally spiced with Ted's irreverent sense of humor and a firm commitment to good old-fashioned values. Ted is proud to be partnering with Aditya Birla Fashion and Retail to bring something new to customers in India," said Ted Baker.

Mr. R. Sathyajit, President - International brands - Madura F&L, Aditya Birla Fashion and Retail Ltd. says, "Ted is a much anticipated addition to our portfolio representing a unique and much needed statement in men's and women's fashion today, built on its unswerving focus on quality, attention to detail and quirky sense of humor."

ABFRL's portfolio of brands span luxury, premium, sub-premium and fast fashion segments. The addition of Ted Baker will further augment ABFRL's position in the affordable luxury space giving its discerning customers a true taste of high end fashion. (ANI-NewsVoir)