ba&sh takes Singapore with the opening of flagship store in partnership with the Bluebell Group

November 24, 2023

ba&sh takes Singapore with the opening of flagship store in partnership with the Bluebell Group

SINGAPORE, November 2023 – Cult Parisian womenswear brand, ba&sh and Asia’s leading brand partner & operator, the Bluebell Group, are thrilled to announce the grand opening of the brand’s very first flagship store in Singapore. The new store is strategically located at the iconic Marina Bay Sands, Singapore’s premier luxury retail destination, offering an immersive experience for fashion enthusiasts and marking an exciting milestone in the brand’s global expansion.

“It is a great honour for ba&sh to enter Singapore and open our first boutique in beautiful Marina Bay Sands. 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.”

– Barbara Boccara and Sharon Krief, founders of ba&sh

Nelly Ngadiman, Managing Director of Bluebell South East Asia & Australia, expressed her excitement about this significant venture, “We are delighted to partner with ba&sh in expanding their distinctive brand to the vibrant and diverse market of Singapore. 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.”

The official store opening event, scheduled for November 23rd, will be a celebration of style, elegance and the enduring allure of Parisian fashion. The Marina Bay Sands store encapsulates ba&sh’s distinct Parisian flair, enhancing the essence of raw materials and soft colours, invoking the earth’s natural beauty through the use of clay, sand and grey tones. Natural light floods the space, revealing the chromatic richness of ba&sh’s collections. The decor complements the brand’s signature style, with elements like wood and plaster stelae as pedestals for accessories, rope curtains delineating spaces, and stoneware and ceramic wall sconces crafted in France. Pillows, carpets and hanging baskets, handcrafted by Afghan artisans, add warmth and charm, transforming the store into a true “home sweet home” for the ba&sh family.

About ba&sh

ba&sh was launched in 2003, the brand name a contraction of the first names of the founders, Barbara Boccara and Sharon Krief, with the support of Dan Arrouas and Vog Group. The womenswear label is inspired by the bold spirit of sisterhood with the guiding principle ‘born collective’. A ‘smart fashion’ pioneer, ba&sh is at the forefront of innovation

in its sector and in its commitment to social responsibility. The label is represented in over 70 countries, including in Europe, China and North America, with more than 320 stores contributing to its continued success. In 2015, L Catterton and Groupe Arnault acquired an entity interest. This resulted in a record level of international expansion supported by multi-directional and digital deployment managed by the executive team, founders Barbara Boccara, Sharon Krief, Dan Arrouas and Pierre-Arnaud Grenade, the brand’s CEO who joined the team during the L Catterton investment. In 2022, the label achieved EUR 310 million in revenue, up 22% on the 2021 result, with 60% coming from international sales. In May 2022, ba&sh attracted investment from French firm HLD alongside existing shareholders and the executive team, to pursue their ambitious growth plans.

About Bluebell South East Asia

Bluebell South East Asia has over 35 years’ experience with 350 employees, 71 retail doors, 20+ leading luxury, fashion, beauty, gourmet and tobacco brands to date. 

A pioneer in retail excellence, Bluebell SEA launched b.space, a well-curated multi-brand men’s store in 2017. Notably, Bluebell SEA entered a joint venture with absolute premium Italian luxury brand Brunello Cucinelli in 2018.

Bluebell Group’s Asia wide distribution network includes flagship stores, shop-in-shops, counters, its own multi-brand concepts, as well as a highly selective wholesale network, together with both direct e-commerce and marketplaces, covering both domestic and Travel Retail.

A family-owned group, Bluebell Group today has over 4,000 employees, 650 points-of-sale.



Anne Geronimi                                                  


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