Beijing, China — November 8, 2019 — INFRA anounces completion of the Ted Baker Joint Venture. Ted Baker, the global lifestyle brand, and Hong Kong LongShang Trading Company Limited (“LS”), a joint venture investment vehicle owned and formed by Longgoal Holdings Co Limited (“LongGoal”) and INFRA-APPAREL GROUPE (“INFRA”), held a ceremony to mark the completion of the joint venture to expand the Ted Baker brand in Mainland China, Hong Kong and Macau (the “Territory”).

Ms. Celine Chen, Chairman of LongGoal; Mr. Lindsay Page, Chief Executive of Ted Baker; and Ms. Jing Yin, Managing Director of TBHK & Chairman at INFRA, participated in the completion ceremony which was held at The British Ambassador’s Residence in Beijing, China. Guests in attendance included Christina Scott, Minister and Deputy Head of Mission at the British Embassy in Beijing, as well as distinguished CEO’s of China’s top retail malls and media.

The joint venture company, Ted Baker Hong Kong Limited (“TBHK”), was announced on On April 10, 2019 and will be responsible for expanding and operating retail, wholesale and e-Commerce in the Territory. Under the JV agreement, at completion, Ted Baker issued share capital of TBHK to LS for a total subscription price of RMB50m (c.£5.7m), in return for a 50% interest in the shares in TBHK.

TBHK and Longgoal will also set up a design centre in Shanghai to collaborate with Ted Baker’s design centre in London. The collaboration aims to develop and produce fashion collections that are curated for the Territory. TBHK will assemble an international design team driven by a mission to enrich the Territory product offering designs that cater to local tastes and nuances, and serve as the driving force of the brand’s future in the Territory.


The Completion Ceremony

Held at The British Ambassador’s Residence in Beijing,
Guests included Government dignitaries, distinguished CEO’s of China’s top retail malls and media.


Commenting, Lindsay Page, Acting Chief Executive Officer of Ted Baker, said: 

“Longgoal has a strong channel and operating team in the market encompassing retail, design, production and supply chains, and has established excellent performance in the industry. We will combine Longgoal’s experience of expanding in the Territory, especially in second and third-tier cities in Mainland China, with Ted Baker’s knowledge of sales, training and brand building, believing in the long-term prospects of the market.”

Commenting, Ms. Celine Chen, Chairwoman of LongGoal, expressed confidence in long-term cooperation and said:

“in the past decade, China’s fashion market has grown rapidly, global brands have gradually entered the market, competition has been very intense and consumers have become mature and rational. Thus, the biggest challenge for Ted Baker’s strategic deployment and future is to fully understand the changes and trends of the customer markets, optimize the brand and win consumer loyalty by drawing insight on the market changes. In addition, the establishment of a perfect overall channel strategy will be the focus of the Ted Baker’s future in China, which includes expanding brand visibility and image across digital platforms, creating offline and online cross-platform integrated distribution network, and improvements in customer experience and service.”

Commenting, Jing Yin, Managing Director of TBHK and Chairwoman at Infra, said:

“This moment represents a key transformation for Ted Baker in China. The visionary leadership of the Ted Baker brand, combined with a strong brand with innovation capabilities and the local infrastructure advantages of Longgoal, offer Ted Baker an unparalleled opportunity to play a leading role in the Territory. I’d like to thank Ms. Celine Chen for her  collaboration in laying out a solid foundation for Ted Baker’s development. Together, with our united belief in Ted Baker’s brand strength, we are inspired to achieve unrivaled success in the Territory.”


About Ted Baker

Ted Baker is a quintessentially British brand that travels well with a quirky yet commercial fashion offering that prides itself in always being able to satisfy the needs of its customer. Ted Bakers approach is focused on unwavering attention to detail and firm commitment to quality. The brand operates through three main distribution channels: retail (including e-commerce), wholesale, and licensing, which includes territorial and product licences. Ted Baker operates stores and concessions across the UK, Europe, North America,Africa and Asia, and localised e-commerce sites for the UK, France, Germany, US, Canada and Australia.

About LongGoal & INFRA

LongGoal and Infra together bring a wealth of experience in digital marketing, eCommerce operations and building successful joint ventures in China. Infra has established brand-building and store roll-out credentials in developing stores across China over the last five years. Infra also has strong joint venture management, digital marketing and eCommerce operations experience. LongGoal currently operates as a successful Retail Distributor for Gant AB, operating more than 165 directly owned and 25 sub-franchised locations in China as well as 44 directly owned and franchised Bebe stores.