Search:

“It’s not necessarily about the size of the investment. It’s about doing new things that keep the cogs going round”

Like Armand Basi, the new brand attaches a lot of importance to accessories, with really powerful collections of eyewear and watches. Is there a By Basi lifestyle?
Yes, and across all ranges. We think that’s something people like a lot nowadays and it works well for both business and brand. The figures are there to prove it.

Is it all made at the Armand Basi plant in Badalona, Barcelona?
Some is made there and some abroad. It’s not so much about delocating but it depends on the kind of product we’re making. Some is made in Peru because we use Pima cotton, which is the best in the world. The garment dictates where you need to make it. Except for footwear, bags and accessories which we make ourselves, the rest of the Armand Basi range is licence operated. Idesa Parfums makes our fragrances for instance.

You’re big on the social networks like Facebook, Twitter and Tuenti. How about online sales?
Not just yet. The market is not very mature in Spain as yet, and nor is By Basi.

You worked with Inditex and now you’re an expert at family firm Armand Basi. What’s the recipe for surviving these difficult times?
Doing new things and designing new projects. Recession is about immobility. It’s not so much about the size of the investment as doing new things to keep the cogs going round.

ARMAND BASI CLOSE-UP:
Employees: 388 Armand Basi (Armand Basi, By Basi and Lacoste), 172 parent company MATMA
Collections: 191 models per season in By Basi, 268 in Armand Basi
Output: 67,406 garments per season By Basi, 53.912 Armand Basi
Export rate: 30% of company sales
Main markets: UK (42%), Russia (22%), France (19%)
Shops: 14 Armand Basi shops, one By Basi shop
Multi-brand POS: 361 in Spain, 104 abroad and 9 El Corte Inglés stores
Trade fairs: Pitti Uomo (Florence), Project (Las Vegas), The Brandery (Barcelona), Blue (New York), Who’s Next (Paris), Romos (Tokyo), Iff (Tokyo), Shoes from Spain (Tokyo), MICAM (Milan)

www.bybasi.com