At ba&sh, second-hand is becoming a cornerstone of an ambitious recovery plan.

In a period of rapid strategic transformation, ba&sh is strengthening its governance, refining its distribution, and reinventing its core foundations. At the heart of this recovery plan, called New Beginnings, lies a clear product vision, a deliberate financial discipline, and a strong commitment to second-hand. An ambition that Faume has been proud to support since 2022.

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A strengthened leadership team in a phase of consolidation

The arrival of Géraldine Dubois as Chief Financial Officer marks a new chapter for ba&sh. With over twenty years of experience at houses such as Goyard, she joins a streamlined executive committee led by founders Barbara Boccara and Sharon Krief, alongside Dan Arrouas. The goal? To build a sustainable growth model after a period of margin pressure and network strain.

With consolidated revenue of around €300 million in 2024, 60% of which is generated internationally, ba&sh is now accelerating along four key priorities: a more selective retail network, a renewed focus on product DNA, enhanced logistical efficiency, and strict financial discipline. And at the intersection of these priorities, one channel is gaining strategic importance: second-hand.

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A profitable, loyalty-building, and already structured, channel

At ba&sh, second-hand is far from an experiment. It is an omnichannel platform, fully operational and profitable since 2023. Launched in partnership with Faume, it now generates €1.3 million in revenue, representing 8% of French e-commerce. Above all, it demonstrates a unique activation power: 30% of customers who buy a second-hand piece return to purchase new collections.

The brand hasn’t just integrated this channel into its digital platform. It has extended it to stores, aligned it with its brand image, and manages it as a fully-fledged commercial lever, a driver of profitability, loyalty, and circularity.

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A strategic choice, not a token gesture

The New Beginnings plan sets out a clear ambition: to build a brand that is more agile, more structured, and more sustainable. The reshoring of production, tighter inventory management, reduction of long-distance imports, and optimization of the retail footprint are all concrete evidence of this strategic shift. And in this context, second-hand makes perfect sense.

It enables the brand to control product end-of-life, unlock value from existing inventory, and extend profitability cycles, while engaging a broader customer base. In short, it provides a direct response to today’s retail challenges: responsible consumption, margin control, and retention.

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Faume, a partner in operational circularity

For the past two years, Faume has been supporting ba&sh in managing this channel. With a structured platform, a proven logistics network, and seamless integration with existing CRM and e-commerce systems, we have helped the brand turn an initial intuition into a true business asset. Our role: handling take-back, refurbishment, listing, logistics, customer service, and reporting. ba&sh’s role: steering brand strategy, setting quality standards, and maintaining the customer relationship.

In 2024, the B-Corp certification, lower carbon emissions, and commitments on animal fibers further validate this direction. Circular economy is no longer just a narrative. It is a concrete, measurable, and fully activated growth driver.

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A lasting collaboration, a shared vision

Second-hand is no longer just an ESG topic or a side project. It is a high-performing e-commerce channel, a source of valuable customer data, and a business model that keeps gaining strength. Together with ba&sh, Faume is proving that this vision can be implemented quickly, seamlessly, and with tangible impact.

At a time when every decision matters, we are proud to contribute to this new trajectory—and to demonstrate, once again, that circular fashion can go hand in hand with performance when it is executed with precision.

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