Pierre-Arnaud Grenade takes over the presidency of A.P.C., promoting a new global vision

With a distinguished track record in international expansion and digital transformation, Grenade will lead A.P.C’s growth strategy

Pierre-Arnaud Grenade, who previously led the global growth of the Ba&sh brand , has been announced as the new president of A.P.C., the iconic Parisian fashion label known for its minimalist approach and high-quality pieces. This appointment marks an important stage in A.P.C.‘s strategy as it seeks to expand its international presence and reinforce its brand identity in an increasingly competitive market.

During his time as CEO of Ba&sh, Grenade transformed the brand into an industry benchmark, multiplying its revenues sevenfold and positioning it as a global firm with a presence in more than 40 countries. His approach combined physical expansion, digital innovation and a commitment to sustainability, qualities that will be essential in his new role at A.P.C..

At A.P.C., Grenade will work to strengthen the brand’s connection to its core values, such as authenticity and quality, while exploring new opportunities in key international markets and sustainability initiatives. This move also reflects the trend of luxury and premium brands betting on leaders with expertise in global expansion and digital transformation to stay competitive.