Never Fully Dressed has appointed Tikki Godley as the new chief operating officer, marking a significant step in its international expansion strategy.
- Tikki Godley joins the team with over two decades of experience from Ted Baker, where she held prominent roles leading up to brand CEO.
- The brand is actively pursuing growth by enhancing its physical presence in the US and establishing new wholesale partnerships.
- Further expansion is anticipated in key markets such as Florida, the Middle East, and Australia, focusing on both physical and online retail.
- Never Fully Dressed has successfully doubled its wholesale partnerships, reaching over 100 stockists internationally.
Never Fully Dressed, the fashion brand founded in London, has appointed Tikki Godley as its chief operating officer in an ambitious move to enhance its international market presence. Godley, who previously spent more than 20 years at Ted Baker, rose through the ranks to become brand CEO of the Ted Baker Design Group before her departure in early 2024. Her extensive experience in strategic growth and brand development aligns with Never Fully Dressed’s aspiration for global expansion.
In her statement to Drapers, Godley emphasised the synergy between Ted Baker and Never Fully Dressed, noting the similarities in their market positions. She expressed her enthusiasm for driving growth at Never Fully Dressed, likening it to the previous expansion phases experienced at Ted Baker. This appointment occurs as the brand extends its reach into the U.S. by opening new stores and forming partnerships with major wholesale platforms.
The company, originally established by Lucy Aylen in 2009, has successfully launched a second store in Los Angeles and plans to continue its physical retail expansion in strategic locations such as Florida and Miami, which are seen as promising markets. Godley highlighted the potential for significant growth in these areas as well as in the Middle East and Australia, suggesting that franchising and enhanced online sales are key strategies for these regions.
Notably, Never Fully Dressed’s presence in the wholesale sector has expanded dramatically, with its stockist count more than doubling in the past year. The brand now boasts over 100 stockists across 22 countries, securing prestigious partnerships with retailers like Harvey Nichols in the UK and Revolve in the U.S. Such partnerships are integral to the brand’s strategy of increasing accessibility and brand awareness worldwide.
With Godley at the helm of operations, Never Fully Dressed is exploring new product categories and licensing opportunities, alongside refining its operational structures to support its broadening scope. Her vision for a robust operational framework aims to support sustained growth, making this an exciting phase for the company. Godley remarked on the brand’s potential, indicating that the company’s reputation is now gaining global traction.
The strategic hire of Tikki Godley marks a promising chapter in Never Fully Dressed’s international growth ambitions.
