The Ted Baker name may be missing from the high street, but having recently been resurrected as an online brand, its wholesale arm is also being relaunched.

The brand’s wholesale business in the UK and Europe is to be managed by Pace Partnership London (PPL) under the leadership of former Barbour managing director Ryan Llewellyn-Pace.

In a five-year agreement with owner Authentic Brands, PPL will take on the management of its wholesale operations, including sales and marketing, across Europe.

PDS Group’s New Lobster, the company that manages Ted Baker’s design, development and product innovation, will continue to do that. That will leave PPL to focus on helping to return the British retailer to growth after its problems earlier this year.

As part of the wholesale revival, Ted Baker is also setting up a new showroom in London’s Shoreditch.

Llewellyn-Pace, who played a key role in expanding Barbour’s wholesale presence in the UK and globally during his tenure, has selected a large number of his former Barbour management team to support him.

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”.