The French fashion brand BA & SH has appointed Jimmy Lam as managing director for the Asia-Pacific region. According to a report by the Women’s WOR Daily (WWD) specialist magazine, this strategic decision is intended to accelerate the growth of the brand. It follows the company that started in 2024.
In his new role, Jimmy Lam will be responsible for the strategy and operational business of the brand in the region’s key markets. He will work from Hong Kong and report directly to Dan Arrouas, the co-CEO of BA & SH. The appointment underlines the strong endeavor to the brand of making Asia an important growth area.
“BA & SH is a brand with an unmistakable spirit and global ambitions. I am very happy to guide your journey through the Asian-Pacific area,” Jimmy Lam told WWD. “This region is rich in diversity, modern femininity and opportunities.”
Before moving to Ba & SH, LAM was managing director of SMCP Asia. There he led the expansion and the group of the group for nine years, which include Sandro, Maje and Claudie Pierlot. His career also included management positions at Stupont, Dolce & Gabbana, Chanel, Harvey Nichols and LVMH, also in Asia.
BA & SH was founded in 2003 and initiated a restructuring in 2024. One of the recent developments is to strengthen the management committee by appointing Géraldine Dubois as an administrative and financial director in June 2025. Their appointment is part of a strategy called “New Beginning”.
The plan aims to return to profitable growth by 2028. BA & SH plans to improve its operational efficiency worldwide, especially through performance optimization and cost reduction.
BA & SH is supported by the HLD group and reported sales of 300 million euros for 2024. 25 percent of these come from online sales. Today, 60 percent of sales are achieved abroad.
This article was used with digital tools translated.
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