Never Fully Dressed has strategically appointed Tikki Godley as Chief Operating Officer, sparking anticipation of significant expansion.
- Godley, formerly of Ted Baker, brings over two decades of experience to her new role.
- Her tenure at Ted Baker, which culminated in the position of brand CEO, underscores her capability.
- The brand’s expansion strategy focuses on the US, the Middle East, and Australia.
- Godley aims to replicate her past success by enhancing growth and operational structure.
Never Fully Dressed has strategically appointed Tikki Godley, previously brand CEO at Ted Baker, to the position of Chief Operating Officer, a move poised to drive international expansion. Godley brings more than 20 years of experience, having climbed the ranks at Ted Baker from assistant merchandiser to group trading director, ultimately leading as CEO of the Ted Baker Design Group until early 2024.
Godley expressed her enthusiasm about joining Never Fully Dressed, citing the brand’s alignment with Ted Baker’s market position.Her goal is to achieve a similar growth trajectory as experienced during her tenure at Ted Baker. She emphasized her desire to add value to the brand and hinted at a focused growth strategy.
The brand is continuing its expansion in the US, highlighting new retail spaces, including its latest store in Los Angeles. Noteworthy are its strategic wholesale partnerships, which are crucial steps in bolstering its market presence in regions like Florida, where the customer base is robust, and Miami is seen as a burgeoning market similar to past successes with Ted Baker.
Beyond America, Godley has identified the Middle East and Australia as key growth arenas.The brand is exploring options such as franchising and digital market enhancements to penetrate these markets effectively.
Wholesale operations have seen substantial growth, increasing by 118% in the past year, with over 100 stockists now representing the brand across 22 countries. New partnerships with high-profile retailers and marketplaces in the US and the UK exemplify this strategic expansion. Godley is keen on leveraging licensed products and further diversifying product areas and trading territories as part of the growth strategy.
Never Fully Dressed’s appointment of Tikki Godley marks a pivotal step towards its ambitious international growth plans.
