Ted Baker’s wholesale business in the UK and Europe is set to be managed by Pace Partnership London (PPL), under the helm of former Barbour MD Ryan Llewellyn-Pace.
In a five-year agreement agreed by New Lobster, owned by PDS Group which last year signed a long-term strategic partnership with Authentic to establish Ted Baker Design Group, PPL will take on the management of the fashion retailer’s wholesale operations, including sales and marketing, across Europe.
New Lobster will “continue to be responsible for design, development, and production” globally, while PPL’s role will focus on bringing the British retailer back into growth after it collapsed into administration earlier this year.
PPL founder and chief executive Llewellyn-Pace played a key role in expanding Barbour’s wholesale presence both in the UK and globally during his tenure.
He has selected a number of his former Barbour management team to support him with Ted Baker.
This includes ex-head of marketing Natasha Bailey, former head of global business development Kevin Freegard, ex-senior national account manager Mark Simpson, who led Barbour’s major wholesale accounts, and ex-sales manager William Ball.
Llewellyn-Pace said: “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.”
New Lobster MD Steve Goodwin added: “Despite the challenges this year the design and product team have done an amazing job of elevating the styling, fabrication and silhouette of the product. This partnership will bring the same level of professionalism and standard in our customer service and account management. Together, we are confident we can grow this well-loved brand”.
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