Ted by Ted Baker Launches at Macy's, Expanding Authentic's U.S. Menswear Reach
Authentic Brands Group's Ted by Ted Baker subbrand launched at Macy's on Friday, offering a more casual, accessible menswear line. The move aligns with Macy's strategy to boost fashionability while preserving Bloomingdale's distinct positioning, as both banners show sales recovery.
Dive Brief:
- Ted by Ted Baker, a new menswear subbrand from Authentic Brands Group, made its retail debut Friday at U.S. Macy's stores and on macys.com, according to a company press release.
- The fall 2026 collection spans outerwear, knitwear, shirts, polos, trousers and other essentials. Price points include $200 suit pants and $480 jackets. The main Ted Baker line, still available at Bloomingdale's, carries slightly higher price points.
- During Macy's Inc.'s first-quarter earnings call in June, CEO Tony Spring told analysts that new brand introductions at Macy's were designed to "preserve the specialness and uniqueness of Bloomingdale's" while making "Macy's more fashionable."
Dive Insight:
Before taking the helm at Macy's Inc., Tony Spring spent more than three decades at Bloomingdale's, including a tenure as CEO. When Spring assumed leadership in 2024, both Macy's and Bloomingdale's were experiencing sales declines. By the first quarter of 2026, however, both banners posted positive comparable sales, and Macy's Inc. reported an overall 1.8% net sales increase year over year.
Spring told analysts in June that the collaboration between Macy's and Bloomingdale's contributed to the turnaround. He said the company was "trying to better understand underlying trends, geographic trends, sharing where we see brand opportunities, where things overlap, and at the same time making sure that we can learn from each other without becoming one another."
Ted by Ted Baker is manufactured by United Legwear & Apparel Co. (ULAC), Authentic's long-time licensing partner. Gina Ottomanelli, senior director of creative design at ULAC, described the subbrand as more casual than the main Ted Baker line.
"Our vision for Ted by Ted Baker was to create a menswear collection that feels authentically British while speaking to today's global consumer," Ottomanelli said in a statement. "The collection reflects the craftsmanship and design heritage people associate with Ted Baker, reimagined through a more contemporary, relaxed lens. It's about timeless style, individuality and clothing that fits naturally into everyday life."
Authentic acquired U.K.-based Ted Baker in 2022. In 2024, Ted Baker's North America retail operators filed for bankruptcy, and the brand subsequently closed all of its brick-and-mortar stores and website in the region, as reported by WWD. The company's U.K. business folded in August of that year, according to The Guardian.
Beyond Ted Baker, Authentic's portfolio of more than 50 brands includes Guess, Reebok, Champion, Nautica, Forever 21 and Barneys New York.