BA&SH plans further Asia expansion

French label BA&SH is planning to open more stores in China, Hong Kong and Macau.

Since December the label has been planning to grow is retail network by a third including its 200 monobrand stores and department-store concessions.

L Catterton investment fund acquired a 50 per cent stake in the label in 2015, with Pierre-Arnaud Grenade being appointed GM.  

BA&SH landed in Asia and the US last year, setting up two subsidiaries. By the end of last year, the label had 130 stores in Europe, the US and Asia.

As well as further openings in Asia (three stores in Hong Kong, seven in China and two in Macau), BA&SH is planning to open another shop in New York. BA&SH says it has outgrown its original business model, which relied on wholesale distribution, and now 80 per cent of its revenue is generated via department-store concessions and its monobrand stores.

Meanwhile, the label has set up a direct-to-consumer team in New York working on all aspects of e-commerce. It has launched e-commerce sites in various languages and currencies (nine so far in total) and has also started working with Tmall.com in China.

In June last year, BA&SH chose Hong Kong for its first stores in Asia, and within five months was considering ramping up its Asia presence.

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