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:: Spotlight :: Ted Baker to open his first Australian store in Melbourne

By: Carmine Pascuzzi

Ted Baker recently announced the opening of his first Australian store on the corner of Little Collins Street and Royal Lane, Melbourne, during September 2007. At 1,500 square feet and housed in Australia’s greenest purpose built commercial development, Council House 2, the store is set to take Ted’s adventures downunder to a whole new level.

Since Ted launched downunder in 2003, he has developed quite a following. Even Qantas Socceroos are fans. Ted dressed them for the 2006 World Cup and this year’s Asian Cup.

With both menswear and womenswear, everyone in Melbourne will now be able to sample Ted’s wares in the comfort of his elegant new store. This season’s high quality collections feature timeless tailoring for men, while the ladies enjoy some vintage inspired sophistication. Additionally, the store will showcase the limited edition Ted Baker Global collection for men – a blend of traditional English tailoring and directional design, giving every piece a bespoke feel.

Ted’s attention to detail is echoed in the store’s design. No two stores are alike, and yet again he manages to create a totally unique retail environment. With huge images of the English countryside, shag pile carpeting contrasted with reclaimed Tasmanian oak flooring, bespoke handmade wallpapers and luggage racks in the ‘All Change’ fitting rooms, it marries the romanticism of steam railway travel with a thoroughly contemporary design.

CEO Ray Kelvin said, “The launch of our first store in the heart of Australia’s fashion capital, is the next significant step in Ted’s global expansion plan. We have built an enviable reputation across the world for quality and attention to detail in all that we do, and look forward to attracting new customers with our quirky, Pommy wit and style.”

**Pictures from the launch**

store staff