Ted Baker’s core strategy was to take a digital-first approach to becoming a true global omnichannel business, allowing its customers to “buy anywhere and return anywhere”, while receiving a leading shopping experience. They needed to move away from their existing monolithic platform to one that was more flexible and would allow “plug and play” capability, enabling Ted Baker to integrate with various other technology and payment gateways and hook into global tax solutions, as well as integrate personalisation tools to continue to offer its customers the best online experience possible.

Central to Ted Baker’s future-looking growth strategy is adopting a digital-first approach that supports our endeavor to offer a premier shopping experience for our customers and build brand awareness beyond Europe. Utilizing the scalable yet robust BigCommerce platform, VML Commerce delivered a tailored solution that simplifies backend complexities, showcases our high-end product offering and enhances the customer journey as we continue to expand into new markets.

Leon Shepherd

Chief Information Officer, Ted Baker


A composable modern eCommerce experience, BigCommerce’s transformational multi-storefront (MSF) headless solution, now underpins Ted Baker’s digital transformation. A single store with multiple unique storefronts has strengthened its position as a digital first brand.

Delivered in under 12 months, VML Commerce seamlessly integrated Bloomreach’s content management solution and Bloomreach Discovery, its search and merchandising solution, into the Ted Baker store to drive more impactful, relevant shopping experiences for Ted Baker.

With its new multi-storefront headless platform, Ted Baker will manage its global online presence from a single store and streamline day-to-day, back-end employee operations, while offering modern and frictionless customer experiences tailored to the needs of each market. The company’s 12 regional storefronts will be fully localized to enable the luxury fashion retailer to meet the needs of its expanding customer base. Shoppers will be able to browse in their preferred language and make purchases using local currencies.

VML Commerce further integrated BigCommerce and Bloomreach with Ted Baker’s back-office systems for product data, order processing and in-store omnichannel functionality. BigCommerce’s in-built integrations to Adyen, Klarna, PayPal and Avalara provide Ted Baker with global payment and tax coverage.

VML Commerce’s business change team facilitated the whole delivery and ensured Ted Baker remained focused on the main objective of delivering a replatform using as much out-of-the-box functionality as possible, while focussing only on the areas of development that would really enhance the customer experience including a new front end, single page application.

Carole Kingsbury

Head of Business Solutions, Ted Baker


Since launch Ted Baker has reduced the number of key friction points and improved overall speed responsiveness. Their new single page checkout with its updated fresh design has helped to deliver positive results in terms of conversion and engagement.

We continue to work with Ted Baker to constantly research and enhance their customer proposition. New features and functionality as well as integrating Fluent Commerce’s SaaS order management system will be implemented in the coming months, which will form the foundation of Ted Baker’s digital transformation project.

Carole Kingsbury, Head of Business Solutions at Ted Baker, said: "VML Commerce has been a tried and tested partner for Ted Baker since they worked with us on our Hybris platform. That strong and enduring relationship made them the ideal integration partner for us to turn to when it came to implementing our new platform. They were key in helping us reset and restart the project and in record time, in just 12 months we have delivered 12 regional storefronts. Bringing significant power to the partnership, their understanding of our business, knowledge of the platform and investment in our business, made them part of our team from the outset and the reason why we have been so effective in delivering our new platform in record time.”

Carole continued: “Delivering what we have in less than 12 months is nothing short of phenomenal and a testament to VML Commerce’s commitment to deliver quality. They made sure we had the right teams, the right resources, and the right capabilities. When we had questions and concerns, they were very quick to come to the table, listen and react, staying focused and targeted in terms of delivering our key objectives. I don't think we've had a weak link anywhere in the chain at all, at any point."

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