Ba&sh opens first US flagship store in New York | Retail News USA

The first flagship store of French fashion brand Ba&sh has opened in New York City, marking the company’s upmarket entry into the North American market. The 200 square metre boutique is situated in the SoHo neighbourhood and was created in partnership with interior designer Brandi Howe.

The interior design itself is true to the style of previous Ba&sh stores, reflecting the feel of a living area through the use of neutral colours and cosy, organic furnishings.

With 50 stores across the US and Canada and agreements with over 200 stockists, Ba&sh has refocused on the North American market, which it first entered seven years ago, with its opening.

Ba&sh has also recorded a “sevenfold” growth in turnover in the area since 2018. As a result, the company plans to open two more boutiques later on to meet the growing demand.

The brand’s founders, Barbara Boccara and Sharon Krief, stated in a press release that they wanted to share their upcoming collections with the community in New York, calling the city a “real home” for the company. They saw the opening of the store as a way to forge close relationships with this community.