Ted Baker’s wholesale operations in the UK and Europe will be led by Pace Partnership London, with former Barbour MD at the helm.
- Ryan Llewellyn-Pace steps into a pivotal role following Ted Baker’s recent administration challenges.
- The partnership aims to inject growth into the iconic British brand, leveraging Llewellyn-Pace’s expertise.
- A strategic five-year agreement has been established with New Lobster to manage design and production globally.
- Focus is on enhancing styling and customer service for a revived market presence.
Ted Baker has appointed Pace Partnership London (PPL) to manage its wholesale business across the UK and Europe, under the direction of former Barbour Managing Director, Ryan Llewellyn-Pace. This move comes after Ted Baker suffered financial difficulties, leading to its administration earlier this year. Llewellyn-Pace, known for his previous work expanding Barbour’s global reach, is expected to have a profound impact on revitalising Ted Baker’s brand presence through enhanced strategic oversight.
Llewellyn-Pace has curated a team comprising several former Barbour executives to aid in this endeavour, illustrating a clear intent to draw upon proven expertise. Natasha Bailey, Kevin Freegard, Mark Simpson, and William Ball are part of this seasoned ensemble poised to drive Ted Baker’s wholesale business back to thriving conditions. Their collective experience is viewed as a critical asset in achieving a synergistic turnaround for the brand.
The agreement with New Lobster, owned by PDS Group, underpins the strategic management shift. While PPL will focus on sales and marketing, New Lobster retains responsibility for design, development, and production on a global scale. This collaboration harnesses complementary strengths to fortify Ted Baker’s market strategy amidst the competitive fashion landscape.
Llewellyn-Pace expressed enthusiasm about the partnership with New Lobster, highlighting the strong team’s potential in repositioning Ted Baker as a leading British lifestyle brand. Steve Goodwin, MD of New Lobster, acknowledged the challenges faced by the brand but showcased confidence in the team’s ability to elevate product styling and customer service standards.
Overall, the collaboration reflects a strategic approach to reigniting Ted Baker’s brand fidelity and market position, capitalising on a blend of innovation in design and a robust management framework.
The strategic leadership structure aims to rejuvenate Ted Baker’s market stature through experienced management and collaborative efforts.
