French contemporary fashion chain Ba&sh plans to open more than 30 stores in Asia through a new partnership with ImagineX, the brand distribution arm of The Lane Crawford Joyce Group.

The French brand, founded by Barbara Boccara and Sharon Krief, opened its first store in Hong Kong at the Ifc mall in 2014. ImagineX said a second store in Hong Kong is planned for early next year and others will roll out to Macau, Taiwan, Singapore and China.

“Interested in fashion and Parisian allure, Hong Kong customers have taken to our style and our collections,” said the brand’s designers Barbara Boccara and Sharon Krief.

L Capital, the private equity fund sponsored by LVMH Moët Hennessy Louis Vuitton and Groupe Arnault, bought 50 percent of Ba&sh in 2015 with the aim of expanding the brand internationally. Ba&sh, known for its bohemian chic styles, recently moved into the United States and the Middle East markets.

ImagineX’s brand portfolio includes Marc Jacobs, Isabel Marant and Alice + Olivia. In January, Balbina Wong retired from her post as chief executive officer and vice chairman of ImagineX after spending 30 years working at various roles within The Lane Crawford Joyce Group. Alice Wong is now president of the company.

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