Ba&sh, a Parisian women’s fashion brand, made a remarkable entry into the second-hand clothing market in November 2022. Just a year into this environmentally friendly initiative, the brand has achieved a significant milestone, with second-hand sales contributing to 5 per cent of its online income in France.
This venture has proven successful, raking in € 1.15 million in sales, accounting for 5 per cent of the brand’s operations in the French market. Partnering with Faume, Ba&sh even launched a temporary boutique solely dedicated to secondhand fashion at Beaugrenelle, a retail complex in Paris, before 2023 ended.
Since the program’s launch, the brand has accepted 20,294 products and successfully sold 16,159 articles in France. Customers have the option to deposit their clothing and accessories either in-store or through Ba&sh’s specialized second-hand website section. Notably, 7 per cent of these items found buyers in the United States via Archive Resale, the brand’s American affiliate. Impressively, Ba&sh boasts a 74 per cent turnover rate for its products, with 4,522 items available for purchase online.
CEO Pierre-Arnaud Grenade expressed immense pride in the initiative’s progress within just one year, emphasizing its profitability in the upcoming year and reaffirming the brand’s commitment to sustainability and the enduring value of its creations.
The success of this endeavor has attracted 1,917 new customers since its launch, constituting 37 per cent of the brand’s total customer base.
Buoyed by this achievement, the fashion label aims to replicate this success digitally in Germany, Spain, Belgium, and the Netherlands in 2024. Plans also include the opening of four pop-up stores in France and overseas. Ba&sh, known as a flagship of French fashion, experienced a notable 22 per cent growth in 2022, generating a turnover of 310 million euros. With 320 outlets across 70 countries, the company will welcome a new majority stakeholder in May 2022, adding to its already established stakeholders.
