French brand ba&sh going places

March 27, 2019 | By Rupkatha B

Fifteen years ago, best friends from high school Barbara Boccara and Sharon Krief decided to set up a business together. Boccara, a PR specialist, and Krief, a lawyer, had no formal training in retail but felt ready to take a leap of faith to establish a fashion brand. In 2003, they launch ba&sh, combining the first initials of their names.

The brand was carefully nurtured and responsibly evolved. In 2015, L Capital – the private equity subsidiary of LVMH – acquired a 50% stake in the French ready-to-wear brand. The very next year, in 2016, ba&sh entered the Middle East in partnership with regional partner Al-Futtaim. The first store opened in Dubai at City Walk in October that year, followed by four more stores in the region.

In the Middle East, the initial plan was to set up the first ba&sh store in The Dubai Mall. But City Walk happened faster. “We occupy a prime location in City Walk, adjacent to brands like Michael Kors, Galleries Lafayette and Maje. Soon after City Walk, we opened a store in Al-Futtaim’s Dubai Festival City Mall,” shared Camille Maquin, head of international partnerships & wholesale for ba&sh.

Two more ba&sh stores have come up in the UAE, located in Dubai Marina Mall and a shop-in-shop within Galleries Lafayette at The Dubai Mall. Beyond the UAE, the brand is already present in Saudi Arabia at Red Sea Mall, Jeddah; City Centre Bahrain in Bahrain; and Doha Festival City in Qatar.

“Going forward, we have a multichannel expansion plan globally and in the Middle East,” Maquin stated. “Three years ago, only 2% of our sales came from online. Today it is 10%, which happened by expanding the channels – click-and-collect, reserve online and try in-store, artificial intelligence features on the website. That’s why multichannel growth is crucial. On the brick-and-mortar side, our model is to operate small but productive stores – on an average between 750-and-970 sqft, going up to 1,600-2,150 sqft in case of flagships – with high conversion rate and repeat footfall. It has proved to be a financially effective model for ba&sh, because the capital expenditure and rent are less, although we can optimally express the brand.”

“We are still far away from our expansion goal,” she continued. “Today we have over 200 stores, which will hit the 300-mark by 2020. We plan to open 50 stores every year. We plan to register €150 million of sales in 2018, which we are keen to double by 2020. And to offer a view of our growth trajectory, our brand sales were only €45 million three years ago,” Maquin revealed.

Markets such as Asia and the US will be important for ba&sh. “We plan to go up to 40 stores in Asia, more specifically in China. As of now, there are six ba&sh stores in the US, and we will continue to open more points of sale through department stores like Neiman Marcus and Nordstrom. The US will help establish ba&sh as an influential brand, while Asia will bring in the big volumes. We also plan to open stores in certain parts of Europe, such as Italy, Spain and Portugal,” she elaborated.



Previous Article Next Article


UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu 

Continue Reading

June 2, 2021 | By RetailME Bureau

UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand 

Continue Reading

March 31, 2021 | By RetailME Bureau

Locally owned supermarket Spinneys celebrates 60 years of doing business in the 

Continue Reading

March 9, 2021 | By RetailME Bureau
Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau

The Organic Farmers’ Market is back in Bay Avenue for its 12th 

Continue Reading

February 17, 2021 | By RetailME Bureau

UAE-based  Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah, 

Continue Reading

February 15, 2021 | By RetailME Bureau
Jones the grocer

Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones 

Continue Reading

February 1, 2021 | By RetailME Bureau

UAE-based Al Maya Supermarkets is hosting a two-week food festival at select 

Continue Reading

January 17, 2021 | By Lawrence Pinto

Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the 

Continue Reading

January 17, 2021 | By RetailME Bureau

Carrefour UAE has launched “Cookit Yourself” — a curated recipe box created 

Continue Reading

January 5, 2021 | By RetailME Bureau
Al Islami Plant-Based Burger

UAE-based Al Islami Foods, one of the largest frozen food companies in 

Continue Reading

January 3, 2021 | By RetailME Bureau
Marks & Spencer's plant-based range

Marks & Spencer’s plant-based range now offers over 25 vegan products including meat-free 

Continue Reading

December 23, 2020 | By RetailME Bureau

Download Images RetailME Magazine