UK brand Ted Baker opens new boutique at Selfridges Trafford Centre
More than a retail space, it is a physical expression of the brand’s latest storytelling, bringing its fictional muse to life. Designed as a curated sanctuary, the environment feels less like a traditional shop floor and more like the walk-in wardrobe of the ultimate Ted woman. Each corner reflects a different chapter of the summer social calendar, inviting customers into a world shaped by occasion, mood and movement.
Ted Baker has opened a new boutique-style shop-in-shop at Selfridges Manchester Trafford, strengthening its presence in premium retail destinations through an immersive in-store concept inspired by British summer storytelling.
The space blends occasionwear, heritage-inspired prints and contemporary silhouettes, supported by high-impact visual displays and experiential design.
Inspired by the Bringing the Light campaign and the quiet magic of a British summer, the space evolves from the soft morning glow of garden party preparations to the golden-hour energy of a Manchester evening. Through a considered interplay of light, shadow, texture and print, it captures the pleasure of dressing up, presenting each rail as a personal gallery of her most cherished pieces. Romantic heritage is balanced with a modern, slightly irreverent edge, in keeping with Ted Baker’s distinct point of view.
At launch, the shop-in-shop features a curated edit of ready-to-wear, accessories and lifestyle, with a focus on summer occasion dressing. The collection blends hand-painted florals that appear to bloom across the fabric with hand-sketched park toile prints that root the aesthetic in British heritage. Silhouettes move from dresses designed to catch the light to ’90s-inspired skinny-bow minis and liquid-gold satin tailoring, while signature textures such as gold chainmail knits and versatile reversible styles reflect a wardrobe that is both refined and ready for every invitation.
Hero pieces include the Rasher Printed Ottoman Mini Dress (£179), the Antya Textured Puff Sleeve Mini Dress (£229), and tailored separates such as the Ambita Tailored Blazer (£299) paired with the Platy Front Pleat Wide Leg Trousers (£179), showcasing Ted Baker’s modern approach to occasionwear.
The unveiling is supported by an amplified in-store presence across Selfridges Manchester Trafford, including high-impact billboard displays and digital screens. A subtle nod to the brand’s playful British humour appears throughout the space, including references to the humble pigeon, Ted’s unexpected emblem of the British summer.
Blending elevated, contemporary silhouettes with local nuance and a sun-warmed palette, the space marks a confident new chapter for Ted Baker in Manchester. It is a place where unmistakably British style is not just seen, but fully experienced.
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Fibre2Fashion News Desk (MS)