Ted Baker’s wholesale operations in the UK and Europe will undergo significant changes.
- Former Barbour MD, Ryan Llewellyn-Pace, has been appointed to lead this transformation.
- Pace Partnership London (PPL) will manage Ted Baker’s wholesale business for the next five years.
- New Lobster retains global design and production while focusing on brand growth.
- The team aims to restore Ted Baker as a prominent British lifestyle brand.
In a strategic move to rejuvenate its wholesale business, Ted Baker has entrusted the management of its UK and European operations to Pace Partnership London (PPL). This decision is the result of a five-year agreement orchestrated by New Lobster, part of the PDS Group, which previously partnered with Authentic to form the Ted Baker Design Group.
Ryan Llewellyn-Pace, formerly of Barbour, will steer this initiative with PPL. Under his leadership, Barbour successfully expanded its wholesale reach both domestically and internationally. Now, he brings his expertise and a select team from Barbour to foster Ted Baker’s revival.
This leadership team includes Natasha Bailey, a former head of marketing, Kevin Freegard, who previously led global business development, Mark Simpson, known for handling major wholesale accounts, and William Ball, an ex-sales manager. Llewellyn-Pace expressed, “We are delighted to be partnered with the New Lobster team. Together, we have a very talented and strong team to bring Ted Baker back and towards our vision of making it the leading British lifestyle brand in the market.”
While PPL will focus on sales and marketing to drive growth in the wholesale sector, New Lobster will maintain the design, development, and production on a global scale. This division of roles aims to leverage each party’s strengths, ensuring a comprehensive approach to revitalizing Ted Baker.
Steve Goodwin, MD of New Lobster, has praised the design and product team for their resilience amidst challenges and for elevating the brand’s styling and quality. He noted that this partnership is expected to enhance customer service and account management, solidifying Ted Baker’s position in the market.
With strategic leadership and a cohesive partnership, Ted Baker is poised for a promising resurgence.
