Case Study
Ted Baker: about USD 2M online in year one, launched on Shopify beside 24 stores
Mohamed Gamal, Gambra's founder, owned the performance side of the tedbaker.ae launch for the brand's MENA partner: the first territory anywhere where Ted Baker's stores, wholesale and online ran as one, with 24 stores already trading when the store went live. The store did about USD 2M online in its first year.
online sales in year one
of e-commerce KPIs budgeted before launch
The brief
Ted Baker's MENA partner had run the brand's stores for thirteen years, 24 of them across Bahrain, Egypt, Qatar, Saudi Arabia and the UAE, when the 2021 licence extension handed it e-commerce and wholesale rights as well: the first time Ted Baker let a licence partner run every channel in a territory. The UAE store was built on Shopify and launched in 2022, and the performance marketing side of that launch sat with Gamal.
The constraint
An online store that opens beside 24 physical stores cannot behave like a start-up. Prices and promotions had to match the shop floor to the day, ship-from-store and click-and-collect had to work from the first order, and every campaign competed with the brand's own stores for the same customer. A menswear and womenswear catalogue with seasonal drops made the feed the part most likely to break.
The approach
Four decisions shaped the launch. One: budget and forecast every e-commerce KPI for five years before launch, with the stores' trading calendar as the backbone, so online was planned as the stores' partner rather than measured against them. Two: connect every paid channel through Shopify's own integrations so orders reached Meta and Google from day one. Three: verify the domain for Meta and Google before the first campaign. Four: manage the catalogue through a feed app built for a seasonal fashion range, so Shopping and catalogue ads stayed right through every drop.
The result
The UAE store did about USD 2M online in its first year, launched beside 24 stores and priced in step with them rather than against them. Four years on, tedbaker.ae still runs on Shopify on the setup it launched with.
Why it matters
The hardest launch is not from zero. It is beside a store estate that already owns the customer. The pattern here is the one Gambra runs for omnichannel brands: one plan for stores and online, one price, and an acquisition stack wired before the first ad.
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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 owned the performance marketing side of the tedbaker.ae launch: the five-year budget and forecast of every e-commerce KPI, and the acquisition stack the store opened with, paid channels connected through Shopify, 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.
