Jubilee theme boosts Ted Baker sales

Ted Baker, the British designer brand, toasted the Diamond Jubilee with ginger beer in its stores and a regal uplift in sales.

The fashion specialist decked out its windows displays globally with traditional British themes, in the week before, and after, the jubilee. It also gave away "lashings of ginger beer" to customers.

Ray Kelvin, founder and chief executive of Ted Baker, said: "We are a British company and British exporter so every store whether it was in Australia or Malaysia had a British theme."

The initiative helped Ted Baker deliver a 16.2 per cent rise in sales over the 19 weeks to 9 June. Its revenues were boosted by a 12 per cent jump in floor space from new stores in London, Tokyo and Japan and concessions elsewhere.