Arrouas, self-made boss of the Vog group and president of Ba&sh, started out selling fashion accessories in the Sentier district in Paris. In this French-language podcast, Arrouas charts his unconventional career.
The CEO of Ba&sh explains how the French label is adapting to the crisis and to changing consumer needs, by tweaking the range in response to lockdowns, reorganising its stores and boosting digitalisation.
After supporting the creation of Livy in 2017, the French group has buttressed its lingerie business by buying a stake in Ysé, an underwear label founded in 2012 by Clara Blocman and Bérengère Lehembre.
Launched by the fashion designer Lisa Chavy, Livy is celebrating its first birthday. To kick off its second year, the brand has launched a dedicated online store and will launch in department stores internationally.