The British brand has been carefully advancing its pawns in France. Ted Baker’s first move was made eight years ago when it opened its first boutique in Paris. It will soon inaugurate its second during the first half of 2011.

The latter will be located at rue Bonaparte in the 6th district of Paris. The store will inherit Theory’s former surface area (a Cushman & Wakefield retail real estate transaction). The neighborhood is indeed under a fashion buzz with the recent arrivals of Comptoir des Cotonniers, Napapijri, 7 for All Mankind, Cotélac... Ted Baker now offers a total sales area of 120 m2 at its new location. Most of the brand’s distribution is canalized to its own exclusive stores.

Ted Baker’s last year’s earnings (closed in January) showed that the brand logged a jump in sales in its own mono-label stores, with a 15% increase amounting to €156 million. Its total earnings reached €188 million. As a side note, the group behind the brand will be publishing its semester’s earnings this Thursday.

Bruno Joly avec Jean-Paul Leroy