Ted Baker is set to reboot its wholesale operations in the UK and Europe.
- The relaunch is managed by Pace Partnership London, led by ex-Barbour MD Ryan Llewellyn-Pace.
- A new Shoreditch showroom will showcase the Autumn/Winter 2025 collection.
- Key figures from Barbour’s management are integral to Ted Baker’s relaunch strategy.
- The brand’s direct-to-consumer ecommerce site has also relaunched in the UK.
Ted Baker is poised for a significant return to the wholesale sector in the UK and Europe, facilitated by Pace Partnership London. This consultancy, under the leadership of former Barbour Managing Director Ryan Llewellyn-Pace, has secured a five-year contract to steer Ted Baker’s wholesale revival. The relaunch is a strategic move to restore Ted Baker’s position in the market following its collapse into administration earlier this year.
Pace Partnership London has assembled a formidable team of former Barbour executives who will oversee the wholesale and marketing functions of Ted Baker. This includes Natasha Bailey, the former head of marketing for Barbour UK, Kevin Freegard, ex-global business development head, Mark Simpson, former senior national account manager, and William Ball, ex-sales manager. This experienced team is deemed essential for executing the relaunch and achieving the brand’s objectives under the guidance of Llewellyn-Pace.
A significant development in this relaunch is the opening of a new showroom in Shoreditch, East London, planned for January 2025. This venue will allow buyers to preview and order the Autumn/Winter 2025 collection. The collection’s design, development, and production continue to be overseen by New Lobster, a design and merchandising group owned by PDS Group. Llewellyn-Pace expressed his confidence in the partnership with New Lobster, emphasising the team’s strength and talent in revitalising Ted Baker as a leading British lifestyle brand.
Steve Goodwin, Managing Director at New Lobster, highlighted the efforts to enhance the styling, fabrication, and silhouette of Ted Baker’s offerings, despite recent challenges. Goodwin expressed optimism about the partnership’s potential to deliver high standards in customer service and account management, integral to the brand’s growth strategy.
In addition to the wholesale relaunch, Ted Baker has revived its direct-to-consumer ecommerce platform in the UK. This follows a halt in trading in August, further solidifying the brand’s commitment to reestablishing itself within the retail landscape.
Ted Baker’s strategic relaunch aims to reestablish its presence in the market with a focus on wholesale and direct-to-consumer channels.
