Ted Baker is set for a major relaunch in the UK and Europe, spearheaded by ex-Barbour executives.
- The brand consultancy Pace Partnership London (PPL) is overseeing the wholesale relaunch after Ted Baker’s 2023 administration.
- A new showroom in Shoreditch, London, will host the launch of Ted Baker’s AW25 collection.
- Key figures in Ted Baker’s relaunch include former Barbour marketing and sales leaders.
- Ted Baker’s ecommerce website has resumed operations in the UK following a trading halt.
Ted Baker is gearing up for a significant relaunch of its wholesale business across the UK and Europe. This strategic move is being led by Pace Partnership London (PPL), a brand consultancy established by former Barbour managing director Ryan Llewellyn-Pace. The relaunch comes in the wake of Ted Baker’s administration and trading halt earlier this year, marking a fresh phase for the brand.
PPL has brought together an experienced team of former Barbour executives to guide Ted Baker’s wholesale and marketing endeavours. Among the notable figures are Natasha Bailey, the former UK head of marketing; Kevin Freegard, previously global business development head; Mark Simpson, former senior national account manager; and William Ball, former sales manager. Their collective expertise is expected to navigate Ted Baker towards renewed success in the wholesale market.
In January 2025, Ted Baker’s AW25 collection will be premiered at a new showroom located in Shoreditch, East London. This venue will serve as a pivotal point for previewing and ordering the upcoming collection. The design, development, and production aspects of the collection are being handled by the PDS Group-owned New Lobster, ensuring continuity and quality in Ted Baker’s offerings.
The leadership of PPL expressed optimism about the partnership with New Lobster. Llewellyn-Pace stated, “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.” His sentiment reflects the team’s confidence in revitalising the brand’s market position.
Further reinforcing the relaunch momentum, Ted Baker’s direct-to-consumer ecommerce platform in the UK is now operational again, following its pause in August. This initiative underscores the brand’s commitment to restoring its market presence and providing seamless shopping experiences for its consumers.
Ted Baker’s strategic relaunch, guided by seasoned leadership, positions the brand for a promising future in the wholesale and retail sectors.
