Ted Baker UK and European wholesale arm snapped up by former Barbour MD

Pace Partnership London, owned by former Barbour managing director Ryan Llewellyn-Pace, has signed a deal with a subsidiary of Ted Baker operating partner PDS, New Lobster, to manage the brand’s wholesale business moving forward in a move that will see a resurgence of the iconic fashion brand.

PDS first acquired the rights to the Ted Baker business in the UK and Europe last year and set up New Lobster to manage the “design, development and production innovation” of the business.

As part of the deal, New Lobster drafted in former Ted Baker employees and the deal will see it continue taking responsibility for the design and innovation of Ted Baker products worldwide.

Pace Partnership London will manage the front end of the business across wholesale sales and marketing as part of the new deal in the UK and Europe, and Llewellyn-Pace has drafted in several members of his former management team at Barbour to support with the venture.

Former Barbour management who are joining the new Ted Baker venture include former head of marketing for the UK and global distribution Natasha Bailey, former head of global business development Kevin Freegard, former senior national account manager Mark Simpson, and former 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 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.”