Ted Baker to return to wholesale with ex-Barbour MD’s new company

Ted Baker has penned a new five-year wholesale deal for the UK and Europe with Pace Partnership London, whose founder and CEO is former Barbour MD Ryan Llewellyn-Pace.

The new deal has been set up on behalf of Authentic Brands Group-owned Ted Baker by New Lobster, a new subsidiary of PDS Limited – the global fashion infrastructure platform offering bespoke end-to-end outsourcing solutions which is now driving Ted Baker’s resurgence in the market.

PDS Limited acquired the rights to Ted Baker in the UK and Europe and has set up the New Lobster company to manage the design, development and production innovation – bringing back a number of the old Ted Baker team.

To make matters even more complex, the new deal is separate from the one with United Legwear and Apparel (ULAC), the company behind Ted Baker’s e-commerce website relaunch, as reported on Tuesday.

Ryan Llewellyn-Pace was successful in the growth of Barbour’s wholesale business during his almost 10-year tenure at the brand (the last four years as MD up to March 2023), and he has selected key members of his former management team to support him with Ted Baker.

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.”

Steve Goodwin, Managing Director of New Lobster, 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.”

Ted Baker’s new Shoreditch-based wholesale showroom will be open for appointments in January 2025 to showcase the new AW25 collection.