Ted Baker Brickell City Centre
Image Source: Phillip Pessar
Chloe Shakesby

Ted Baker announces new global HQ in central London

A UK lifestyle fashion brand has announced that it is moving to new global headquarters in London.

Ted Baker announced this morning (July 23) that it has secured its new global base, called the Gorgeous Brown Building (GBB), in the centre of Fitzrovia.

The new ten-year lease with Westminster City Council sees Ted Baker take on 30,000 sq ft of space for a cost of approximately £0.9m per year, compared to the company’s current £3.25 rent at the Ugly Brown Building (UBB).

The company plans to move into its new headquarters in summer 2022.

Rachel Osborne, CEO, commented: “We are delighted to have secured a gorgeous 30,000 sq ft building as our new global HQ in Fitzrovia.

“It will enable us to work more efficiently and collaboratively, and most importantly to express our unique brand personality.

“We look forward to making our team members comfortable and hosting our global partners in our new showrooms from Summer 2022.

“Having spent more than 20 years in the Ugly Brown Building, it will be invigorating to be in our new site in Fitzrovia.

“Times have changed, as have our ways of working, and our brand has a refreshed personality and energy, which will be perfectly reflected in the Gorgeous Brown Building.”

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