French womenswear label Ba&sh has reopened its flagship store at IFC mall in Hong Kong, with the company saying it’s a “re-celebration” as it was historically, the brand’s first shop in a region in which it has been growing strongly.

IFC is a key business and leisure destination with brand co-founders Barbara Boccara and Sharon Krief saying the 213 sq m flagship “perfectly showcases the classic French style of simple sophistication”. The interior design of the store “makes use of raw materials and gentle hues reminiscent of earthly elements like clay, sand and grey. The interplay of these neutral tones with abundant natural light highlights the vibrant colour palette in the Ba&sh collections”.

As is often the case for modern fashion flagships, there’s also an “event area” for hosting events with its customers, and a large sales space with a “lounge area” that’s for “sharing and discovering Ba&sh accessories comfortably”. 

A large curtain can be drawn to create privacy and for even more of a personalised and private experience, at the back of the boutique, there’s a VIP room providing private sessions and fittings for its most loyal customers. 

As mentioned, the 21-year-old brand (whose unusual name combines the first two letters of each of its founders’ forenames) has been growing in Asia and last autumn it opened its first standalone shop in Singapore, in Marina Bay Sands. 

But Asia isn’t its only focus and the Singapore debut followed shortly after openings in Italy and Morocco. It’s currently in over 70 countries, including in Europe, Asia and North America, with more than 320 stores. 

In 2015, L Catterton and Groupe Arnault invested in the firm while the founding team stayed on and  Pierre-Arnaud Grenade joined as CEO. In May 2022, it announced investment from French firm HLD alongside existing shareholders and the executive team, as it targeted ambitious growth.

The latest year for which results are available (2022) showed revenue of €310 million, a 22% rise, but it’s likely the figure could be higher today following a number of key openings.