April 8 (Reuters) - About 15 Ted Baker stores in the UK

will be shut down, including shops in London Bridge and Milton

Keynes, leading to nearly 250 job losses, joint administrators

of the collapsed British fashion retailer said on Monday.

WHY IT'S IMPORTANT

Ted Baker, a popular brand name in the UK, fell into

administration last month, after more than a year of being sold

to U.S.-based Authentic Brands Group.

Authentic Brands is looking for a new operating partner for

the retail and e-commerce business in the UK and across Europe.

CONTEXT

No Ordinary Designer Label (NODL), which trades under Ted

Baker's brand in the UK, had appointed Teneo Financial Advisory

as its administrator on March 22.

British fashion retailers have been struggling with tough

market conditions. Peer Superdry ( SEPGF ) said earlier this year

that it did not expect market conditions to improve in the near

term.

BY THE NUMBERS

The administrators said they decided to close 11 Ted Baker

stores by April 19 and that would result in the loss of about

120 roles.

Around 25 head office roles have also been made redundant.

Separately, the administrators said prior to their

involvement, landlords had also served notice on four more

stores that will close in the coming weeks and result in a

further 100 layoffs.

KEY QUOTES

"The closing stores are all currently loss-making and,

following review by the Joint Administrators, are deemed to have

no prospect of being returned to profitability, even with

material rent reductions," the administrators said.

"These store closures, whilst with a regrettable impact on

valued team members, will improve the performance of the

business," Joint Administrator Benji Dymant said.

(Reporting by Anchal Rana in Bengaluru; Editing by Sriraj

Kalluvila)