Ted Baker Offers The Services of ‘Friends’
High-street clothing brand Ted Baker have opened a new concept store in the heart of London’s financial district to appeal to local time-poor, bonus-rich trader boys. The store aims to be a one-stop-shop for the modern man, offering an array of services alongside their clothing ranges including an in-store barber courtesy of King of Shaves Pro, a tailor for any immediate alterations, a pay-as-you-go concierge service from Cushion The Impact available through the phone boxes dotted around the store, and a shoe shine service from social enterprise Street Shine which gives people who have experienced homelessness a chance to earn a regular income. A partnership with Carphone Warehouse also sees the inclusion of ‘The Laboratory’ technology lounge displaying Ted Baker branded phones in antique luggage cases.
With the signature quirky take on Old-English design, the store holds an interesting combination of additional extras: although services to aid consumer beautification are nothing new, an immediate and affordable concierge is a genius addition, as is involving a social mission that sits so comfortably alongside the brand identity.