French fashion brand Ba&sh has launched its first North American flagship store in New York City, marking a significant milestone in its expansion strategy. New flagship in SoHo district The new store, located in the trendy SoHo district, spans 200 square meters and was designed in collaboration with renowned interior designer Brandi Howe. The flagship is meant to reflect “living spaces,” with a warm minimalist aesthetic featuring natural tones like ecru, carbon, and terracotta, complemented by metallic and wooden finishes. This design approach aligns with the brand’s philosophy of comfort and style, creating an inviting space for customers. Strengthening presence in North America This New York flagship marks the brand’s 50th store in North America, with 41 locations in the U.S. and nine in Canada. Additionally, Ba&sh is available through 200 stockists across the continent. Barbara Boccara and Sharon Krief, the brand’s founders, expressed excitement about deepening their connection with the American market: “This opening is more than just a store. It’s a way to create strong ties with New York, bringing our community closer and offering them a true home for Ba&sh.” Exponential growth since 2018 Since entering North America in 2018, Ba&sh has seen a sevenfold increase in revenue, highlighting the brand’s growing popularity in the region. CEO Pierre Arnaud Grenade noted, “This is a major step forward in our mission to bring the spirit of Ba&sh—its joie de vivre, confidence, and elegance—to one of the most iconic fashion districts in the world.”
