Ted Baker is set for a wholesale revival with new leadership at the helm.
- Ryan Llewellyn-Pace of Pace Partnership London will manage Ted Baker’s wholesale business.
- Former Barbour team members join to spearhead the brand’s relaunch.
- A new Shoreditch showroom will feature Ted Baker’s AW25 collection.
- Ted Baker’s ecommerce platform has been relaunched in the UK.
Ted Baker, once a popular name in British fashion, is set for a prominent return under the guidance of Ryan Llewellyn-Pace. His consultancy, Pace Partnership London, has secured a five-year contract to oversee Ted Baker’s wholesale operations across the UK and Europe.
Joining him are notable former Barbour executives including Natasha Bailey, Kevin Freegard, Mark Simpson, and William Ball. This experienced team will handle the wholesale and marketing strategies for the brand that struggled and ultimately halted its operations earlier this year.
Ted Baker’s collection for the 2025 autumn-winter season will be available for preview and order at a newly established showroom in Shoreditch, east London. The development and design of this collection will continue under the New Lobster group, owned by PDS Group.
Llewellyn-Pace expressed enthusiasm for the partnership with New Lobster, highlighting the team’s capability in restoring Ted Baker as a leading British lifestyle brand. Steve Goodwin, managing director at New Lobster, commended the team’s efforts in enhancing the product’s style and quality, despite recent challenges.
The brand has also reintroduced its direct-to-consumer ecommerce platform in the UK, reflecting its commitment to revitalize its presence in the fashion industry.
Ted Baker’s rejuvenation under Pace Partnership London marks an ambitious step towards reclaiming its status in the fashion market.
