Sharon Krief, Barbara Boccara, and Dan Arrouas, the three founders of the Ba&sh brand, have taken over the company after it filed for accelerated debt restructuring with its creditors in 2024.
According to sources, the French company, which was founded in 2003 and is renowned for its “accessible luxury,” saw a drop in Chinese consumption last year, which hurt sales and increased its debt load.
The company said in a news statement that the three founders will once more be in charge of the group’s operations in 2025. The company will continue to be owned by the French fund HLD, which has held a stake in it since 2022. The group’s holding company is “financially strengthened with the confidence of its banking partners” to finance this resurrection, according to the brand, though it does not say how much.
The co-founders have created a new strategy plan dubbed “New Beginnings” that the company will adhere to moving forward. It will be implemented until 2028 and is based on four pillars: optimising operational efficiency, reorienting and recreating the offer, reaffirming the brand identity, and managing the retail portfolio in a dynamic and premium manner.
In order to satisfy the current market expectations, the brand will further refine its model, refocus on its identity, and revitalise a performance-oriented culture within [its] collective.
More precisely, upcoming collections will concentrate on knitwear and dresses, with fewer models and more depth in the range and colour variations; a more selective opening policy will be implemented in promising areas; and investments in visibility will be made to highlight the brand’s distinctive values, with a loyalty program to retain customers. Lastly, the company declares that it is now redesigning its website, which accounts for 25% of its revenues. This ought to develop into a significant growth engine.
The Ba&sh group currently employs 1,400 people and has 330 stores across three continents (Europe, North America, and Asia), with a revenue of about US $ 311 million, 60 per cent of which comes from overseas.
