Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

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.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

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.

In This Article
Topics
Organisations

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.


The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON