Ba&sh ramps up retail rollout with Hong Kong stores

By

Benjamin Fitzgerald

Published
Jun 21, 2017

Affordable luxury brand Ba&sh is getting busy in Hong Kong -- the place of the French brand's new Asian headquarters, as it plans to bring effortless Parisian style to Asian women, with thirty more stores planned for the continent.

In serving the Greater China region, the women's fashion label has entered into a management service partnership with ImagineX Group, the brand distribution arm of The Lane Crawford Joyce Group "in order to leverage their local fashion retail marketing expertise and operational efficiency," said Ba&sh, in a press release.

As a result, Ba&sh has opened three boutiques in prime retail locations across Hong Kong: the IFC Mall in Central, Times Square in Causeway Bay and Harbour City in Tsim Sha Tsui, and celebrated the openings with a launch party on June 8.

By the end of 2017, Ba&sh plans to open six stores in key strategic locations across China’s tier one cities including Shanghai and Beijing. Thirty more openings are planned across China, Hong Kong, Singapore, Macau and Taiwan.

Founded in 2003 by Barbara Boccara and Sharon Krief, investment fund L Capital and the Arnault group acquired a 50% stake in Ba&sh in 2015. Since then, the Parisian brand has rapidly expanded abroad with openings in Europe, the Middle East and the USA. It boasts more than 400 point of sales worldwide, among which 90 point of sales are in France, as well as flagship stores in London, Madrid and Berlin.

ImagineX operates nearly 370 stores in Greater China for labels such as Isabel Marant, Paul Smith, Marc Jacobs, Ferragamo and Tory Burch.