Ted Baker vows to move away from heavy discounting under Covid recovery plan

Ted Baker sales rose following the end of Covid-19 restrictions (Nick Ansell/PA)

Bosses at high street fashion chain Ted Baker have said they will be relying less on heavy promotions and focusing on trying to sell more clothes at full price under a recovery plan.

The retailer said the strategy has seen online sales fall as a result but managers remain unconcerned as the business recovered strongly following the end of Covid-19 restrictions in most regions.