Ba&sh Taps Asia Luxury Veteran Jimmy Lam to Spearhead APAC Growth

Ba&sh, the renowned French fashion house, has announced a significant strategic leadership appointment for its burgeoning Asia-Pacific operations. Effective September 22, Jimmy Lam has taken the helm as the overall leader for the region. This move underscores Ba&sh’s firm commitment to accelerating its presence and impact within key Asian markets, with Lam tasked specifically with strengthening the brand’s local footprint and leveraging the region as a primary driver for future growth.

Lam brings a wealth of invaluable experience from across the global fashion and luxury sectors. Prior to joining Ba&sh, he successfully led SMCP Group’s business in the Asia-Pacific region, demonstrating a proven track record of regional growth. His distinguished career also includes pivotal sales leadership roles at LVMH and Chanel, where he honed his expertise in high-end fashion. Furthermore, Lam served as the retail director for Dolce & Gabbana in the Asia-Pacific market and held a leadership position at S.T. Dupont between 2014 and 2016, equipping him with a comprehensive understanding of both operational complexities and strategic brand development in diverse markets.

Dan Arrouas, Co-CEO of Ba&sh, expressed profound confidence in Lam’s capabilities. "His excellent knowledge of Asian markets, combined with his expertise in developing global brands and his ability to unite multicultural teams, will be invaluable assets in driving our growth ambitions across the Asia-Pacific region," stated Arrouas. He further emphasized, "His career, built step by step from operational roles to the highest levels of responsibility, gives him a unique understanding of the realities of retail," highlighting Lam's practical insights into the industry.

This key appointment is the latest in a series of strategic transformations for Ba&sh. Earlier in the year, January saw the brand’s original founders, Sharon Krief, Barbara Boccara, and Dan Arrouas, return to lead the business, signaling a renewed vision. This was followed by the appointment of Géraldine Dubois as administrative and financial director in June, and just weeks prior, Philippe Lardellier was named to lead the retail division. These leadership enhancements collectively reflect Ba&sh’s proactive approach to fortifying its management structure in pursuit of ambitious global expansion.

Ba&sh demonstrated robust performance in its 2024 financial year, reporting a substantial turnover of €300 million. A significant portion of this revenue, 25%, was generated through its dynamic digital channels, illustrating the brand's successful embrace of e-commerce. With a global team of nearly 1,400 employees, Ba&sh continues to extend its reach through almost 320 points of sale across more than 70 countries, solidifying its position as a truly international fashion brand poised for continued growth.