Ted Baker to relaunch wholesale under ex-Barbour MD

The deal will see Barbour's former management team, now part of Pace Partnership London, manage the wholesale sales and marketing for Ted Baker, which collapsed into administration in March and ceased trading in August.

To support Ted Baker's wholesale relaunch, Llewellyn-Pace has enlisted former Barbour UK head of marketing Natasha Bailey, former global business development head Kevin Freegard, former senior NAM Mark Simpson and former sales manager William Ball.

Under Pace Partnership London's management, Ted Baker's AW25 collection will be available to preview and order at a new showroom in Shoreditch, east London, starting from January 2025.

The design, development and production of the collection will continue to be run by PDS Group-owned design and merchandising group New Lobster.

Prior to establishing establishing Pace Partnership London in March 2023, Llewellyn-Pace oversaw Barbour's wholesale and DTC as managing director for the UK and Ireland between 2017 and 2023.

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 managing director Steve Goodwin said: “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”.

On Friday (15 November), Ted Baker relaunched its direct-to-consumer ecommerce website for the UK after ceasing trading in August.