Never Fully Dressed is positioning itself for significant growth with a strategic appointment.
- Tikki Godley, former CEO at Ted Baker Design Group, steps into a newly created role.
- Godley’s 20-year tenure at Ted Baker is expected to benefit Never Fully Dressed.
- The brand is expanding its retail footprint in the US and other international markets.
- Partnerships with renowned retailers signal a promising future for the fashion brand.
Never Fully Dressed has appointed Tikki Godley, who formerly served as brand CEO of Ted Baker Design Group, to the role of Chief Operating Officer. This move marks a significant step for the brand as it aims for international expansion. Godley brings over two decades of expertise from Ted Baker, where she started as an assistant merchandiser and advanced to group trading director by 2014. Most recently, she held the CEO position within the Ted Baker Design Group from June 2023 to February 2024.
In discussing her new position, Godley highlighted the similarities between the two brands, stating, “One of the reasons I really wanted to come and work at Never Fully Dressed was because of the synergy [between the brand and Ted Baker]. I want to be somewhere where I can add value to a brand.” She aims to replicate and accelerate the growth trajectory witnessed at Ted Baker.
This appointment aligns with Never Fully Dressed’s ongoing efforts to expand its presence in the US market, having recently opened a store in Los Angeles. The brand’s store network now encompasses locations like Buckhurst Hill in Essex and Manhattan’s SoHo in New York.
Further geographical expansion is on the horizon, with Florida identified as a key target area. Godley pointed to Miami as a historically successful market for Ted Baker and expressed optimism about potential growth in the Middle East and Australia, whether through ecommerce or franchising.
Never Fully Dressed’s wholesale partner network has seen a remarkable increase, with a 118% rise in partnerships over the last year, extending to more than 100 stockists across 22 countries. Recent collaborations include notable names like Harvey Nichols in the UK and Ireland, and US marketplaces such as Revolve and Nuuly.
The influx of new partnerships and strategic leadership is fueling optimism within the brand. “There’s such potential for growth within this business,” Godley remarked, expressing excitement about the brand’s expanding reputation and future prospects.
Never Fully Dressed is poised for a new phase of growth and international presence with Tikki Godley’s appointment.
