Ted Baker fashions plan to cheer up Euro 2016 fans

Ted Baker’s eccentric boss Ray Kelvin is aiming to cheer up any football fans left disappointed during the Euros with special online campaigns.

He told followers of the fashion brand to “watch out for our fun things on the internet” if their team gets knocked out.

Kelvin hopes shoppers seeking retail therapy will also help counteract current “challenging” conditions, including Brexit uncertainty, terrorism and wet weather.

The 29-year-old company defied the high street gloom, however, with an 11.3% rise in sales in the 19 weeks to June 11, helped by 32.3% growth online, and is on track to meet full-year expectations.

Kelvin said a new desk-to-dinner womenswear range was selling well and high demand meant stocks of dresses were running low.

“Ted is clearly not immune to wider market conditions but is well placed to benefit from weakness among the peer group and from a structural shift towards online,” Liberum analysts said.

The shares, which have fallen by a fifth this year, climbed 54p to 2379p.