Ted Baker in sales thriller

Ted Baker has promised to entertain customers with “shoppable” films as it revealed blockbuster first-half sales.

The brand is already showing the first-ever shoppable film, Mission Impeccable, on its website. It allows shoppers to buy products showcased in the four-minute movie at the click of a button.

Guy Ritchie was executive producer of the spy-themed film, which includes a cameo by Ted Baker founder Ray Kelvin, though the famously camera-shy entrepreneur doesn’t show his face.

Kelvin said Ritchie was a “great guy” and told fans of his brand to “watch this space” for a further roll-out of the technology.

Ted Baker exceeded expectations with a 14% sales rise to £259.5 in the six months to August 13. Pre-tax profit grew 20% to £21.5 million.

The improvement came despite “challenging” conditions, such as unpredictable weather, economic uncertainty over Brexit and terrorist attacks, which Kelvin said had affected performance in some stores in France.

Winter ranges, including coats, have begun to pick up after the warm September, he added.

It is expanding further into the US, with two new stores, and adding more male grooming salons in London. A Canary Wharf branch will open soon.