Ted Baker upgrades London HQ to Gorgeous Brown Building in Fitzrovia
Ted Baker has traded in its Ugly Brown Building headquarters after 20 years for what will be called the Gorgeous Brown Building in Fitzrovia.
The lifestyle and fashion brand had previously owned the Ugly Brown Building in King’s Cross which was sold to British Airways Pension Trustees for £78.8m last year.
Shares opened higher in its early trading, up around one per cent at 139p per share.
The new HQ, intended to cut rent costs, has a “distinctive flatiron shape and epic ceiling heights,” it said.
Ted Baker has entered a 10-year lease agreement with the Westminster City Council for the new 30,000 sq ft building.
“It will enable us to work more efficiently and collaboratively, and most importantly to express our unique brand personality,” the brand’s boss Rachel Osbourne said.