Ted Baker, the global lifestyle brand, has secured its new global headquarters at 101 on Cleveland.

The new HQ will be called the Gorgeous Brown Building GBB and is a fitting home for the brand with its distinctive flatiron shape and epic ceiling heights.

Under the new 10-year lease agreement with the landlord, Westminster City Council, the Group has taken 30,000 sq ft of net space at a cost of £30.33 per sq ft and expects to move in during Summer 2022.

The new headline annual rent will be £0.9m at GBB compared to the current £3.25m annual rent for Ugly Brown Building UBB, and up to £4.2m in relation to option to lease for Block A of the Tribeca development in Kings Cross.

Rachel Osborne, CEO, of Ted Baker said: "We are delighted to have secured a gorgeous 30,000 sq.ft. building as our new Global HQ in Fitzrovia. It will enable us to work more efficiently and collaboratively, and most importantly to express our unique brand personality. We look forward to making our team members comfortable and hosting our global partners in our new showrooms from Summer 2022.

Having spent more than 20 years in the Ugly Brown Building, it will be invigorating to be in our new site in Fitzrovia. Times have changed, as have our ways of working, and our brand has a refreshed personality and energy, which will be perfectly reflected in the Gorgeous Brown Building."

Hanover Green advised the landlord and JLL advised the tenant.