She founded the ba&sh brand with her childhood friend Barbara Boccara. Together they envisioned a line of cool urban fashions, now popular with a growing number of loyal customers. As the company celebrates its 15th anniversary and its 350 stores around the world, Sharon Krief tells us about her manufacturing strategy.
How do you currently source your products?
We have long-term suppliers who have been with us since the very start of our adventure and we really appreciate that stability. Then, each season we expand on this pool with occasional suppliers who meet the specific requirements of a particular collection. The know-how specific to each geographical area allows us to target our sourcing.
Which countries do you work with? For which products?
Our production ratio is about 50% in near-shore imports and 50% in far-shore imports. The know-how of European fashion manufacturers is essential for our tailored and sleeved products, for which our team of model-makers in Paris elaborate designs, moldings and patterns. Our tee-shirts come mainly from Portugal, and our sweaters from Italy. Our jeans are for the most part produced in Tunisia and washed and dyed in France. China is still a key partner, and their production capacities have allowed us to meet our volume, which has been growing for the past 15 years. And since the start of ba&sh we’ve worked with India, which has
unrivalled know-how in terms of washed cotton and embroidery. We do prefer suppliers with small factories, which seems to us to guarantee a higher quality.
Has your sourcing changed at all over the past few years?
Our production areas are quite closely linked to the nature of each collection. But overall, we’ve reduced our imports from India because we’re working more with viscose, and less with cotton voile. We’re also forging closer links with Turkey, which has a very wide range of know-hows and very modern factories.
What are your criteria in choosing suppliers?
Quality is our priority! So we choose partners who can deliver truly high-end products while meeting our volume requirements. We’ve also put in place an in-house team to focus on environmental and social issues, which also dictate our choice of suppliers. We’ve always put human relationships at the heart of all our projects.
How do you envision your sourcing going forward? Are you thinking of turning to new countries?
Actually, it’s the opposite. We plan on continuing our existing collaborations, which seems to us to be the best guarantee of quality. But we’re undoubtedly going to be developing our work in Turkey, because their technical capabilities are so interesting. And we think it’s always essential to maintain a European-based production that ensures perfect quality, especially for accessories, knitwear and custom products. And we are increasingly looking to focus on near-shore imports, which offer shorter logistical flows and are therefore more ecological.
At the show, discover our manufacturing itinerary with an ultra-comprehensive offer including solutions for:
• Proximity sourcing at Manufacturing-Proximity (Hall 6)
• Audited, far-off sourcing at Manufacturing-Overseas (Hall 2)
• Flatbed knit manufacturing at Manufacturing-Knitwear (Hall 6)
• And leather fashion manufacturing at Manufacturing-Leather (Hall 3)