Parisian womenswear brand Ba&sh has opened its very first flagship store in Singapore, in partnership with Asian retail and brand distributor, The Bluebell Group.
Located at Marina Bay Sands, Singapore’s premier luxury retail destination, the new Ba&sh boutique offers shoppers an immersive experience, capturing the brand’s distinct Parisian flair, via raw materials and soft colours, through the use of clay, sand and grey tones.
Flooded by natural light, the store decor complements the French brand’s signature style, with elements such as wood and plaster stelae as pedestals for accessories, rope curtains delineating spaces, alongside stoneware and ceramic wall sconces crafted in France. Pillows, carpets and hanging baskets, handcrafted by Afghan artisans.
The Singapore opening marks a major milestone in the French brand’s global expansion, according to a press release, especially in the Asia-Pacific region
“It is a great honour for Ba&sh to enter Singapore and open our first boutique in beautiful Marina Bay Sands,” said Barbara Boccara and Sharon Krief, founders of Ba&sh.
“Singapore is not only the central hub of Southeast Asia, but also a bridge between East and West. It is also an important step to expand the Asia-Pacific market segment. We are looking forward to having more opportunities to learn more about Singapore and its customs in the future, and to inject new inspirations into the future design.”
Founded in 2003, Ba&sh is contraction of the first names of the founders, Barbara Boccara and Sharon Krief, with the support of Dan Arrouas and Vog Group. In 2015, L Catterton and Groupe Arnault acquired an entity interest, resulting in a record level of international expansion supported by multi-directional and digital deployment managed by the executive team, its founders, and Pierre-Arnaud Grenade, the brand’s CEO who joined the firm during the L Catterton investment.
In 2022, Ba&sh clocked EUR 310 million (USD 339.43 million) in revenue, up 22% on the 2021 result, with 60% coming from international sales. In May 2022, Ba&sh inked an investment from French firm HLD, alongside existing shareholders and the executive team.
“We are delighted to partner with Ba&sh in expanding their distinctive brand to the vibrant and diverse market of Singapore,” said Nelly Ngadiman, managing director of Bluebell Southeast Asia and Australia.
“The synergy between the Bluebell Group and Ba&sh’s values and commitment to exceptional fashion makes this collaboration a natural fit. This flagship store at Marina Bay Sands will undoubtedly resonate with the fashion-savvy audience in Singapore.”
Founded in 1954, Bluebell Group is present in Japan, South Korea, mainland China, Hong Kong, Taiwan, Macau, Singapore, Malaysia, Cambodia and now Australia. The group’s distribution network includes flagship stores, shop-in-shops, counters, its own multi-brand concepts, as well as a wholesale network, covering both domestic and travel retail.
The group operates across multiple product categories including accessories, footwear, apparel, fragrance, beauty, jewellery and watches, among others. In addition to Gentle Monster, international brand partners include Acne Studios, Balmain, Celine, Christian Dior, Kenzo, Marc Jacobs, Stone Island, and Tod’s, among many others.
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