LF launches French contemporary women's clothing brand 'Ba&Sh'
- A French contemporary brand providing ‘the perfect wardrobe that every woman dreams of’
- An expansion of delicate, French feminine fashion through distribution networks such as the LF Mall and department stores
- Planning to continuously expand portfolio of overseas luxury brands targeting the MZ generation of consumers
LF (CEO Oh Kyu-sik), a lifestyle-focused company, announced on the 18th that it will officially launch the French contemporary women's clothing brand 'Ba&Sh' in the domestic market from the spring/ summer season of 2021.
LF has signed a contract for domestic import and sales with the headquarters of French contemporary women's clothing brand, Ba&Sh. They aim to continuously expand their portfolio of overseas luxury brands that are attracting attention in the global fashion market by signing a new partner agreement with Ba&Sh following their importing operations for fashion brands Isabelle Marang, Leonard, Vince, and Joseph.
Ba&Sh was founded in France in 2003 as a fashion brand taking after the names of Barbara and Sharon, who have been friends since childhood. They established the brand philosophy of ‘providing the perfect wardrobe that every woman dreams of’, and delivering the feeling of bliss that comes with wearing their clothes was marked as the core value of the brand. Featuring a comfortable yet sophisticated Parisian-inspired design, their line of clothing presents a delicate, French feminine fashion perfect for every season.
Ba&Sh has been expanding its business mainly in Asian and North American markets since 2017 due to its rapid growth in European countries, such as France, the UK, the Netherlands, and Denmark, and has established itself as a global fashion brand by launching an accessory line in 2019. It currently exports to 17 countries and operates 300 stores, and is loved by fashion influencers around the world as well as in Paris.
LF plans to commence sales through the LF Mall in mid-February, build a high-end distribution network centered on department stores in March, and expand their operations via online and offline stores. It plans to showcase a variety of Ba&Sh products such as jackets, dresses, shirts, skirts and bags, while actively promoting their brand of natural beauty to domestic consumers.