PARIS — French premium contemporary fashion brand Ba&sh is stepping up its expansion in Asia with a strategic partnership with South Korean distributor ID Look.

The brand is targeting 20 directly operated stores in the country by 2030 as it shifts away from rapid international expansion, instead moving to a more selective, profitability-focused approach.

The partnership will give Ba&sh access to one of Asia’s most bustling fashion markets as the brand continues to look to international as a growth driver. Ba&sh currently generates 60 percent of its revenue outside France, and is targeting 30 to 40 percent growth across Asia over the next three years.

The push comes after a period in which the company expanded too quickly, said Ba&sh cofounder Dan Arrouas.

“We have moved from a logic of testing markets through rapid expansion to a much more selective approach,” he told WWD. “Today, every decision starts with the market potential, the right operating model and partner, the quality of locations and, importantly, a clear path to sustainable profitability.”

The move comes roughly two years after Arrouas, along with Ba&sh cofounders Barbara Boccara and Sharon Krief, regained majority control of the business from private equity company HLD, following a debt restructuring.

At the time the trio launched their “New Beginnings” strategy to focus on more disciplined growth. South Korea will be the first step in that plan.

“Korea is one of Asia’s most dynamic and influential fashion markets, with highly sophisticated consumers who are particularly receptive to French brands,” Arrouas said. “ID Look gives us something that takes years to build independently: deep local consumer and retail expertise, access to the right locations and proven experience in developing international brands.”

ID Look has a history of working with French brands in the country, including A.P.C., Soeur and Berenice, as well as Italian brands MSGM and Eleventy.

The rollout is intended to be well-paced to reach the 20-store target. “Twenty locations by 2030 is an ambition, not a race,” Arrouas said. “The rollout will be gradual and performance-led.”

South Korea will also serve as the foothold for Ba&sh’s overall Asia strategy, particularly China and Singapore. The region is led by Jimmy Lam, who took over the Ba&sh chief executive officer Asia position one year ago.

“Across Asia, the objective is not simply to add stores, but to invest in the markets, locations and partnerships where we see the strongest long-term potential,” Arrouas said.

“China has given us a solid base of around 50 points of sale, but it has also reinforced our conviction that quality matters more than quantity,” Arrouas said. “In a more complex and competitive market, our focus is on upgrading the network, relocating to stronger sites and investing only where we see a clear opportunity to create value profitably.”

It reopened its Shanghai IFC store in June in a new location, while its HKRI Taikoo Hui unit reopened in September following a relocation and redesign, and new stores in Harbin and Wuxi opened the same month as well.

In Singapore, Ba&sh is adding a store at ION Orchard while relocating and redesigning its existing Takashimaya location. A new store also opened at SKM Nanxi in Taipei in August.

While the company is adapting its retail network and commercial strategy market by market, Arrouas said its core brand identity will remain consistent.

“Our identity, style and standards are non-negotiable, but execution needs to be local,” he said, noting there will be differences in assortment, commercial moments, distribution channels, merchandising and communication.

“International is already central to Ba&sh, with 60 percent of revenue generated outside France, but our Parisian identity remains at the heart of what makes the brand distinctive globally,” Arrouas said.

The brand now operates in more than 70 countries through a network of more than 300 stores and concessions.

“Success is not measured by store count alone — it is about building a desirable brand, a loyal customer base and a profitable, sustainable business in each market,” Arrouas added.