Comment: Ted Baker’s unique appeal

André Essel, the founder of French retailer Fnac, which is reportedly for sale, was for instance a Trotskyist who encouraged staff to revolt against their managers.

Among the present generation of retailers, in quite a different way, Ray Kelvin’s maverick approach has created one of the most differentiated and idiosyncratic companies, and one that has navigated the economic storms.

Last week’s interims showed retail sales up more than 15% and profits ahead by 8.4%. The retailer is pushing into new territories, with its first store in Japan and rocketing ecommerce revenues. It’s doing a good job of being “no ordinary designer label”, as it describes itself.

Ever since founding the business, Kelvin has protected the brand and what it stands for, never deviating from its guiding principles, to the extent that Ted Baker is his alter ego and no important decisions are made unless the question “what would Ted do?” is satisfactorily answered.

The laser-like focus extends throughout the retailer, whether it’s the detail and character of each store, the emphasis on product or the considered brand extensions into categories such as fragrances or watches.

Such qualities are traditional mainstays of successful retail but, in Ted’s case unlike some others, are executed consummately and with an unmistakable sense of identity.

There is no sign of things slowing down either. Ted Baker reported that the strong retail performance has continued into the second half and, following the opening of a debut store in China last month, another will open in Shanghai in the second half.

The amiably eccentric Kelvin, famous for never having his face photographed and for his love of fly-fishing, has created a brand with a very British sense of individuality that has growing appeal in the East as well as the West. His maverick approach is delivering a performance that impresses by reassuringly conventional measurements.