Fashion brand, Ted Baker, has continued to benefit from impressive performance in the e-commerce market, with a 45 per cent rise in sales made online in the past 12 months, according to Internet Retailing.

In total, it generated £53.5 million in sales from its website, meaning that 15.4 per cent of all sales across its clothing lines are generated on digital platforms rather than at bricks and mortar outlets.

It has also been investing heavily in its website to coax customers both in the UK and internationally to buy Ted Baker products online. In 2015, it launched a German language edition of its site, while continuing to make inroads in North America and Australia.

An annual increase in sales across all platforms of 17.7 per cent was reported, with impressive e-commerce performance indicating that safe shopping online is having an impact on growth at the firm as a whole.

Company spokesperson, Ray Kelvin, said that the brand of Ted Baker was being built on a global scale, enhancing its appeal and boosting sales, in spite of the fact that some markets have been less than stable in recent months.

He also pointed out that while its online sales may be up, it has not stopped expanding its range of real world stores and, in 2015, managed to open locations in Hawaii, Qatar and a number of other far flung places.

The next year holds yet more store openings and online investment for Ted Baker, at a time when fashion brands are truly seen as online innovators, outpacing other retailers by offering clothing to customers and establishing a lifestyle-oriented brand image. This is something that many companies should learn to emulate if they want to see similarly strong sales growth.