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How to Win in the Contemporary Category

French brand Ba&sh saw record sales this year, joining a group of mid-priced labels in defying the broader segment squeeze. What’s behind their success?
Ba&sh sales surpassed €250 million this year.
Ba&sh sales surpassed €250 million this year.

At the start of 2020, French contemporary label Ba&sh was riding a surge of growth.

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Further Reading

The Contemporary Market Needs a Rebrand

How will middle-market labels that survive the pandemic convince shoppers their products are worth their price tag? The answer may be to get out of department stores — and tweak the narrative.

Inside Ganni’s Modern Approach to Old-School Retail

The L Catterton-backed label was six months into a global expansion when the pandemic hit. But it is steaming ahead with plans for a number of new global stores, starting with a King’s Road location in London’s Chelsea neighbourhood.

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