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BA&SH founders in London to celebrate Veja collaboration

Lauretta Roberts
07 September 2022

Founders of French accessible luxury brand BA&SH, Barbara Boccara and Sharon Krief along with CEO Pierre-Arnaud Grenade, came to London this week to celebrate its collaboration with ethical footwear brand Veja.

The brand's leadership team attended a party at the BA&SH store in King Street Covent Garden last night to mark the collaboration, which comes in the form of shoes in two bright colourways, which will go on sale on 15 September.

Krief (above left) and Boccara established the brand 20 years ago and it has since grown into a global fashion force, with Grenade appointed in 2015 to spearhead its international expansion.


Pierre-Arnaud Grenade

The label, which specialised in relaxed luxury for women of all ages (Krief told that the brand was for "all women who are alive"), now has more than 300 points of sale globally, including standalone stores and concessions. It now has 14 sites in London with standalone stores in Covent Garden, South Molton Street, Marylebone, Soho, Hampstead, St John's Wood, Wimbledon, Coal Drops Yard, Notting Hill and Brompton Cross, as well concessions in Harvey Nichols, Harrods and Selfridges.

Grenade said the business had achieved growth of 34% in the year to the end of July and opened 26 new points of sale globally during that time. In the UK a brand awareness campaign is planned with a focus on driving further e-commerce sales.

French footwear brand Veja was founded in 2005 but its commitment to ethical production, including the use of Brazilian and Peruvian organic cotton for the canvas and laces, Amazonian rubber for the soles, and various innovative recycled materials, has led to soaring popularity in recent years as customers turn to more conscious consumption.

As well as the founding team of BA&SH, the party to celebrate the collaboration between the two French brands was also attend by actor Clara Paget and Nikkita Chadha, journalist Yome Adegoke, Ukranian-born English pop group Bloom Twins and model Tori Van Bruegel among others.

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