French fashion brand Ba&sh has placed its Asia-Pacific operations under the leadership of Jimmy Lam from 22 September, marking a strategic move to strengthen its presence in the region. Lam previously headed SMCP Group’s business in Asia-Pacific and brings extensive experience from senior roles at major luxury houses.
Lam’s career includes leading sales teams at LVMH and Chanel, serving as retail director for Dolce & Gabbana in Asia-Pacific, and holding a leadership role at S.T. Dupont between 2014 and 2016.
Co-CEO Dan Arrouas said Lam’s deep understanding of Asian markets, coupled with his ability to build global brands and lead multicultural teams, would be instrumental in advancing Ba&sh’s growth strategy across the region. He added that Lam’s rise from operational roles to senior leadership positions gave him a “unique understanding of the realities of retail.”
Ba&sh has positioned the Asia-Pacific market as a key driver of future growth and tasked Lam with deepening the brand’s local footprint.
His appointment follows a broader reshaping of Ba&sh’s leadership. In January, founders Sharon Krief, Barbara Boccara and Dan Arrouas returned to the helm. In June, Géraldine Dubois was appointed administrative and financial director, while Philippe Lardellier took charge of the retail division shortly beforehand.
Ba&sh reported turnover of around US $ 326 million in its 2024 financial year, with digital sales accounting for 25% of revenue. The brand employs nearly 1,400 staff and is distributed through almost 320 points of sale across more than 70 countries.
