Pierre-Arnaud Grenade: I hope ba&sh becomes a "Smart Fashion" brand

A brand that stands for humanitarian concern, the empowerment of women, and a zest for life, all while holding friendship and commitment in high regard. The French label, birthed in 2003 by Barbara Boccara and Sharon Krief, infuses their passion for fashion and travel into designs meant for an "ideal wardrobe", offering versatile, effortlessly chic attire with a French flair.

The founders, Barbara and Sharon, are not just successful businesswomen; they're also vocal advocates for gender equality, actively engaging in charitable initiatives aimed at supporting women. ba&sh boasts a predominantly female workforce, with women making up 88% of its employees, 85% of its management, and 73% of its executive team.

Friendship, a core value stemming from the founders' lifelong bond, is epitomized in ba&sh's credo "Born Collective". The 2021 global campaign highlighted the unique strength and charisma women exude when united, urging women worldwide to recognize their collective power.

However, championing women's rights is merely a facet of ba&sh's social commitments. CEO Pierre-Arnaud Grenade, in his talk with ConCall, highlighted the brand's foundation that supports various social initiatives and charities.

On the sustainability front, ba&sh has been proactive with its "Blossom" initiative since 2017, achieving environmental certification for all primary suppliers and shifting to cleaner energy sources for its operations.

The brand has also expanded its global footprint into Asia, with 64 stores, 55 of which are in China, including Hong Kong and Macau, and a strong online presence with a significant following on Tmall.

ba&sh's marketing transcends fashion; it sees itself as a companion in women's life journeys, offering designs that span generations and life's milestones—from job interviews to casual coffee dates. Pierre-Arnaud Grenade articulates this as a celebration of women's life stories, with ba&sh bearing witness to their memorable moments.

Marking its 20th anniversary and the 6th year in China, ba&sh's future in the Chinese market was a key discussion point during Grenade's visit to Shanghai, as covered by ConCall, revealing a brand that is both reflective and forward-looking in its approach.

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