CEO Talks: Ba&sh Takes French-Girl Style to New Territories

PARIS — Will global fascination with French girl style ever let up?
It would seem not. French contemporary brand Ba&sh is steaming ahead with its international push, fueled by the ongoing appeal of feminine looks from France, along with a burgeoning demand for affordable luxury clothing in Asia and North America, according to Pierre-Arnaud Grenade, the firm’s chief executive officer.
Ba&sh belongs to a new generation of digitally savvy labels that have cropped up in the country in recent years and are garnering considerable attention — and financial backing — for their fast pace of growth. General Atlantic recently invested in Sézane, French fund Experience Capital Markets is financing the expansion of Soeur and Sessun, and the Chinese owner of SMCP brands Sandro and Maje listed the company on the Paris stock market last year with an eye to international expansion.
With the support of high-profile fund L Catterton, backed by luxury baron Bernard Arnault, Ba&sh aims to triple sales in three years. The label was founded by a pair of entrepreneurs, Barbara Boccara and Sharon Krief, who sought to offer clothing suited for women like them — young, working and intent on remaining stylish, but without excess effort.
The label has been sold in Neiman Marcus for

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