French ready-to-wear label Ba&sh is “growing again”. It saw a troubled 2024 at the end of which Ba&sh was forced to enter a fast-track protection procedure in order for the Paris trade court to approve the restructuring of its parent company Muse Holding’s financial debt. But Ba&sh announced its refinancing plan was completed on March 18, enabling the label to secure “the continued support of its partner banks.” Ba&sh also said that it has increased the value of its equity thanks to a €15 million injection of capital by its shareholders, to fund the ‘New Beginnings’ strategic and operational plan.
Ba&sh recently opened a pre-owned fashion store in Paris – Ba&sh
“This is a turning point for Ba&sh, the start of a new cycle in which we are going back to basics. Thanks to our partners’ support, and the positive trend in our business, we have strengthened our financial position with a view to continuing to grow, especially internationally. We are more than ever looking ahead to the future,” said Ba&sh’s three founders in a statement sent to FashionNetwork.com on March 24.
Last year, founders Barbara Boccara, Sharon Krief and Dan Arrouas took charge again of the label they had launched in 2003, deploying a four-pronged action plan to get the label back on a growth track. According to the figures provided to FashionNetwork.com, the plan’s initial measures are having some effect.
Ba&sh said that in 2024 it generated revenue of €300 million, of which 25% was online. The label has 1,400 employees and operates 320 stores. Ba&sh said that “as of March 15, our 2025 revenue in like-for-like terms has grown by nearly 2.6% worldwide compared to 2024, driven by positive results in Europe and Asia, while performance has been sluggish on the North American market.” Ba&sh added that revenue growth between March 1 and 19 was 11%. Since the start of the year, it said that full-price sales have increased by 21% compared to the same period a year earlier, while full-price sales online grew by 15%. Of course, Ba&sh will have to keep growing for the entire fiscal year, but its management has made significant changes to boost this.
In North America, the label has hired a new managing director to replace Desirée Thomas, who had taken charge of the region in 2021. The new executive is the former head of USA for ready-to-wear brand Iro, who later set up a jewellery brand in Los Angeles, and also introduced French cuisine concept Caviar Kaspia in the US.
At the new Parisian headquarters, Ba&sh said it has also hired a new head of retail, following the departure of Marie-Dominique Marpault, who joined APC. It is a crucial role for Ba&sh, which has heralded a streamlining of its store fleet and is keen to boost its online business.
