Paris label BA&SH eyes Asia expansion

Parisian fashion house BA&SH has partnered with Hong Kong retail and brand management company ImagineX Group to strengthen its presence in Asia.

BA&SH has hopes of accelerating its expansion in Hong Kong, Macau, Singapore, Taiwan and China. The label opened its first Asian store at Hong Kong’s IFC Mall in September 2014 and with ImagineX now plans 30 more openings in the region, including a second Hong Kong outlet early next year.

“Hong Kong customers have taken to our style and our collections,” say designers Barbara Boccara and Sharon Krief. “We are very happy to share our vision of fashion and femininity.”

Associate general directors Dan Arrouas and Pierre-Arnaud Grenade say the new partnership marks an important and supplementary stage in the company’s development strategy following its establishment in the Middle East and the US.

They say the ImagineX Group’s expertise in fashion retail and marketing will help BA&SH expand rapidly and contribute to its globalisation.

ImagineX Group president Alice Wong says the label’s Parisian flair, combined with its unique positioning and price point, make it appealing to Asian customers.


Childhood friends, Boccara and Krief established BA&SH in 2003 to offer contemporary fashion in the affordable luxury sector. With 91 stores last year, the brand aims to reach 130 stores this year.

Founded in 1992, ImagineX Group introduced luxury brands such as Cartier, Gucci, Prada and Salvatore Ferragamo to China more than 20 years ago. It represents more than 18 international brands including DKNY, Marc Jacobs and Paul Smith. The portfolio also includes such lifestyle and beauty brands as Apivita, Aveda and Natura Bisse.

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