Ted Baker’s wholesale operations in the UK and Europe will be under new leadership.
- Ryan Llewellyn-Pace, former Barbour MD, will manage the business.
- Pace Partnership London (PPL) secured a five-year deal for this role.
- New Lobster continues with global design responsibilities.
- The collaboration aims to rejuvenate Ted Baker after administration woes.
Ted Baker’s wholesale operations in the UK and Europe will now be overseen by Pace Partnership London (PPL), led by the former Barbour MD, Ryan Llewellyn-Pace. This move follows a five-year agreement signed by New Lobster, owned by the PDS Group, with Authentic setting up the Ted Baker Design Group.
Llewellyn-Pace brings a wealth of experience from his tenure at Barbour, where he significantly expanded their wholesale presence. He has handpicked a group of former Barbour colleagues to assist in this new venture at Ted Baker. This team includes Natasha Bailey, Kevin Freegard, Mark Simpson, and William Ball, all of whom held crucial roles in Barbour’s wholesale management.
PPL is tasked with driving growth for Ted Baker, a brand that has recently faced financial challenges leading to its administration. The focus will be on enhancing the brand’s presence and performance across Europe, particularly in sales and marketing dimensions. Meanwhile, New Lobster will maintain its role in global design, development, and production.
Llewellyn-Pace expressed his optimism about the partnership, stating, “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.”
Steve Goodwin, Managing Director of New Lobster, echoed this sentiment, noting the impressive work by the design and product teams in improving product styling and quality, and expressed confidence in achieving growth for the brand.
This strategic partnership is poised to revitalise Ted Baker’s market position in Europe.
