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Stellar logistics behind Ted Baker’s success, says Kelvin

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Sustained investment in logistics and a “visionary” outlook were key to Ted Baker’s latest set of soaring results, founder and chief executive Ray Kelvin has told Drapers.

Revenues at Ted Baker rose 14% to £295.7m for the 28 weeks to 12 August 2017, while ecommerce sales rose 43.8% to £42.7m. 

Kelvin stressed the importance of investing in infrastructure to facilitate growth. The brand opened a new distribution centre in Derby during the period.

“We have to have a strong logistics set up,” he told Drapers. “The distribution centre in Derby is 1 million sq ft of newness.

“The distribution centre now becomes the street. It is the hub for the world. It’s no longer just about the shop: it’s about logistics, it’s about service, it’s about selling and being able to fulfil all the time.”

Kelvin said the company’s “visionary” attitude, which has led it to experiment across digital, including releasing a 360º shoppable video in March, has boosted sales.

“We’ve developed a way of actively embracing anything that is new,” he said. “As visionaries we’ve not sat in a corner and said to ourselves that we will continue to run our business as we always have. We need to be early adopters and early movers. We need to embrace all channels as the future.

“As a company we have a lot of energy and thirst for the new, and that comes home across the business, through product and the way we sell, and the way we communicate with our customers.”

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