For fashion brands looking to build a global footprint, it’s not enough to simply offer the same products at retail around the world. Curated capsules and exclusive offerings are one way to build excitement and loyalty in regional markets. 

This summer, French womenswear brand Ba&sh introduced its first ever collection just for customers in North America. The capsule includes 29 styles ranging in price from $35–$710 and is predominantly exclusive to the North American market. 

Founded in 2003 by friends Barbara Boccara and Sharon Krief, Ba&sh is sold in over 70 countries across Europe, Asia and North America. The company opened its first Canadian boutique four years ago in Toronto’s Yorkville neighbourhood. There are now four standalone stores in Canada including locations in Montreal and Vancouver. The brand is also available online and at select Hudson’s Bay locations. 

The capsule takes the season’s broader design inspiration and adapts it to local preferences using insights gathered from sales data. “It was a combination of analyzing our data in terms of our customer survey and all of our customer data from search to in-store feedback about what they really like from us,” says Desiree Thomas, CEO of Ba&sh North America. 

The resulting capsule still sits coherently alongside the brand’s broader seasonal collection, but feels more relevant for the North American consumer. While dresses have always been a focus for the brand, this localized collection has more of an emphasis on jackets, knitwear and denim; new cardigan shapes and silhouettes; and the inclusion of stripes as “a transitional print,” according to Thomas.

Interestingly, while the new capsule’s exclusivity will be highlighted to customers through the company’s email newsletters, client tools and store staff, Thomas notes that it won’t be more broadly advertised as a ‘North American collection’ per se. “What we don’t want to do is divorce ourselves from the core competency of the collection,” says Thomas. 

Looking forward, Thomas expects to introduce more locally-focused collections in 2025 and beyond, to help the brand acquire new customers and audiences, and strengthen connections with current ones. “As we think about wanting to increase our frequency and building out a wardrobe for our customers, testing all of these different categories and this ecosystem of the edit makes a lot of sense,” says Thomas.