Ted came up with his brand idea when he was fishing in 1987. The first store was opened in Glasgow then King Street. Ted made it clear that from the start he was going to focus on quality, attention to detail and a quirky sense of humor. When Ted Baker first started out he only sold shirts and offered a laundry service. Ted Baker's slogan is "No ordinary Designer label". The brand is one of the fastest growing lifestyle brands in the UK. Since Ted launched the brand he has added many new collections including fragrance, accessories, footwear and eyewear.