Notification of Transactions of Directors

10 October 2012

Ted Baker PLC

("the Company")

Notification of transactions of Directors/Persons discharging managerial responsibility and connected persons

The Company was notified on 9 October 2012 that, pursuant to the Company's 2009 Value Creation Plan (the "VCP"), on 9 October 2012 LD Page acquired 176,603 ordinary shares in the Company in exchange for 1,692 B ordinary shares in the capital of No Ordinary Designer Label Limited. Consequently, LD Page's nil-cost options over 176,603 ordinary shares in the Company lapsed.

The Company was notified today that LD Page sold 176,603 ordinary shares in the Company acquired under the VCP at 920p per share.

As at today's date, LD Page has a beneficial interest in 43,851 ordinary shares in the Company representing 0.1% of the Company's issued ordinary share capital with voting rights. He also holds nil-cost options in respect of 176,603 ordinary shares in the Company and an option over 5,165 ordinary shares in the Company under the Ted Baker Sharesave Scheme.