Ba&sh Strengthens Asia-Pacific Operations with Fresh CEO Following Founders’ Return

Ba&sh is building muscle in Asia-Pacific with a new CEO. The new CEO of the French firm is Jimmy Lam, who comes from the management of Smcp Asia, the French parent company of brands such as Sandro, Maje and Claudie Pierlot. It is a strategic move that seeks to deepen the Asian market and comes after the return of the co-founders of the French fashion brand.

Lam has extensive experience in the fashion industry, where he has held senior positions also at ST Dupont, Dolce & Gabbana, Chanel, Harvey Nichols and LVMH in Asia. “Ba&sh is a brand with a distinctive spirit and global ambition, and I am excited to lead its journey through Asia Pacific, a region rich in diversity, modern femininity and opportunity,“ Lam told WWD.

Co-CEO Dan Arrouas highlighted Lam’s “deep knowledge of Asian markets” as well as her “expertise in building global brands and her ability to bring together multicultural teams. The strategy will be to scale the brand in “rapidly evolving” markets such as China and South Korea.

Ba&sh hires an executive with experience at T Dupont, Dolce & Gabbana, Chanel, Harvey Nichols and LVMH in Asia

Ba&sh went through a restructuring process in 2024, at which time the three co-founders, Dan Arrouas, Sharon Krief and Barbara Boccara, took back control of the company. The immediate goal is to return to profitable growth.

In April this year, Ba&sh also hired Rahav Zuta from Paris-based Iro to head its North American operations. Both appointments are part of the restructuring plan and are aimed at boosting the company’s global growth.

In March, the brand announced the end of its refinancing plan and returned to growth. In 2024, Ba&sh posted a turnover of €300 million, reaching figures similar to those recorded before the French company’s business began to collapse a couple of years ago.

In the last fiscal year, 25% of the brand’s turnover was achieved through the online channel. Moreover, since the beginning of 2025, Ba&sh recorded 15% growth in online sales and, overall, 2.6% growth on a like-for-like basis. By market, Europe and Asia drove sales, while North America experienced some slowdown.