Case Study
Ted Baker: about USD 2M online in year one, launched on Shopify beside 24 stores
Mohamed Gamal, Gambra’s founder, led performance marketing for the 2022 launch of tedbaker.ae while working for the brand’s MENA partner. The partner already operated 24 physical stores and had recently gained e-commerce and wholesale rights. The UAE online store launched on Shopify and recorded about USD 2M in its first year.
online sales in year one
of e-commerce KPIs budgeted before launch
The brief
Ted Baker’s MENA partner had operated the brand’s stores for thirteen years. It had 24 stores across Bahrain, Egypt, Qatar, Saudi Arabia and the UAE when a 2021 licence extension added e-commerce and wholesale rights. This made it the first Ted Baker territory where one licence partner ran all three channels. The UAE online store launched on Shopify in 2022, with Gamal responsible for performance marketing.
The constraint
The online launch had to fit an established retail business. Prices and promotions needed to match the physical stores, and the wider launch included ship-from-store and click-and-collect requirements. Paid campaigns also needed an accurate product feed for a menswear and womenswear range that changed with each seasonal collection.
The approach
Gamal built a five-year budget and e-commerce forecast around the stores’ trading calendar. The plan covered how online campaigns would support the same promotions and pricing as the retail business. Paid channels were connected through Shopify’s native integrations, and the domain was verified for Meta and Google before campaigns started. A feed management app handled the seasonal catalogue for Shopping and catalogue ads.
The result
The UAE online store recorded about USD 2M in its first year. It launched alongside the partner’s 24 physical stores, with pricing aligned across channels. Four years after launch, tedbaker.ae still runs on Shopify.
Why it matters
The existing stores set the calendar and pricing that the online launch had to work with. Gamal planned acquisition around those requirements and prepared the channel integrations and product feed before launch. That experience informs Gambra’s work with retailers adding or expanding online sales.
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Frequently asked questions
Who is Ted Baker in this case?
Ted Baker is the British fashion brand. In the Middle East and North Africa it is run by a licence partner that has operated its stores since 2008 and, since 2021, its online store and wholesale too, the first such territory for the brand.
What did Gamal own?
Gamal led performance marketing for the tedbaker.ae launch before founding Gambra. His scope included the five-year budget and e-commerce forecast, Shopify paid-channel integrations, Meta and Google domain verification, and the product feed.
What were the results?
The UAE store did about USD 2M online in its first year, launched beside 24 stores in five countries. tedbaker.ae is live today on Shopify.
How can I check this?
The launch is listed on Mohamed Gamal's LinkedIn profile under Projects with the same scope. The 2021 licence extension and the 24 stores are in the trade press. tedbaker.ae is live today and runs on Shopify.
