Never Fully Dressed has strategically appointed Tikki Godley as Chief Operating Officer to drive international growth.
- Godley’s appointment marks a significant move as she brings over 20 years of experience from Ted Baker.
- Her role aims to leverage market similarities and facilitate growth akin to Ted Baker’s past successes.
- The brand is expanding its physical presence in the US and exploring new wholesale partnerships.
- Key markets for expansion include Florida, the Middle East, and Australia, highlighting a global focus.
In a strategic move aimed at propelling its international expansion, Never Fully Dressed has appointed Tikki Godley, Ted Baker’s former brand CEO, to the newly created position of Chief Operating Officer. This decision underscores the brand’s commitment to scaling up its operations and tapping into new markets worldwide.
Godley brings a wealth of expertise accumulated over more than two decades at Ted Baker, where she advanced from an assistant merchandiser to group trading director in 2014, ultimately becoming the brand CEO of Ted Baker Design Group. Her profound understanding of the fashion retail industry is expected to significantly contribute to Never Fully Dressed’s growth trajectory.
When discussing her new role, Godley highlighted the synergy between Never Fully Dressed and Ted Baker, aiming to replicate and enhance the growth strategies that drove Ted Baker’s success. “My goal is to bring that next level of growth [that Ted Baker went through],” she stated, illustrating her intent to leverage her extensive experience for the benefit of her new company.
Never Fully Dressed is actively expanding its retail footprint, particularly in the United States, with its recent opening of a store in Los Angeles. The brand’s expansion strategy is further supported by a surge in wholesale partners, which have increased by 118% to over 100 stockists across 22 countries. Recent partnerships include prestigious names like Harvey Nichols and U.S.-based marketplaces such as Revolve and Nuuly.
Key markets identified for further expansion include Florida, where the brand has a strong customer base, and the Middle East, which presents significant opportunities through franchising or direct sales. Australia also remains a prime target for its robust e-commerce market, underlining Never Fully Dressed’s global ambitions.
With Tikki Godley’s appointment, Never Fully Dressed is poised for transformational growth in the global fashion market.
