Ted Baker is set to make a significant return to the wholesale business under the leadership of former Barbour MD Ryan Llewellyn-Pace.
- Llewellyn-Pace’s consultancy, Pace Partnership London, has secured a five-year contract to manage Ted Baker’s wholesale operations in the UK and Europe.
- Key members of Barbour’s former management team, including Natasha Bailey and Kevin Freegard, will spearhead the wholesale and marketing efforts for Ted Baker.
- The AW25 collection, produced by PDS Group-owned New Lobster, will be previewed at a new Shoreditch showroom starting January 2025.
- An e-commerce revival has seen Ted Baker’s UK direct-to-consumer website relaunch, following a trading pause in August.
Ted Baker’s wholesale division is witnessing a revival under Ryan Llewellyn-Pace, the former managing director at Barbour. His consultancy, Pace Partnership London, will manage the brand’s wholesale operations for a span of five years across the UK and Europe. This move marks a significant step for Ted Baker, which faced administration collapse in March before halting operations in August.
Pace Partnership London has enlisted notable former Barbour executives to lead Ted Baker’s comeback in wholesale and marketing. Natasha Bailey, who previously headed marketing in the UK for Barbour, along with Kevin Freegard, the former head of global business development, are critical to these efforts. Their expertise is anticipated to rejuvenate the brand’s market presence.
Adding to the expertise are Mark Simpson and William Ball, who served as senior national account manager and sales manager, respectively, at Barbour. Together, this team is expected to navigate Ted Baker’s market re-entry, focusing on strategic planning and robust marketing tactics to ensure success.
The upcoming AW25 collection will be crafted by New Lobster, a design and merchandising group under PDS Group’s umbrella. This collection will receive a grand preview at a newly established showroom in Shoreditch, East London, in January 2025, offering potential buyers an early look at the brand’s innovative designs.
In addition to its wholesale strategies, Ted Baker has made a significant move in the direct-to-consumer market by relaunching its e-commerce platform in the UK. This relaunch follows its operational halt earlier in the year, signaling a strong return to the digital retail space.
Both Llewellyn-Pace and New Lobster’s managing director, Steve Goodwin, have expressed optimism about the collaboration. Llewellyn-Pace emphasized the strength and talent of their team, while Goodwin noted the impressive efforts in enhancing product styling, fabrication, and silhouette.
Ted Baker’s strategic relaunch under the guidance of seasoned experts from Barbour marks a promising new chapter for the brand.
