[4][5][6] It has been continuously owned and managed by the Bally family for six generations until 1999, when it was sold to TPG Inc., a private equity firm, based in San Francisco.

[15] During his tenure, de Narp worked with Pablo Coppola as design director (2014–2016),[14] hired David Chipperfield to refurbish the brand's stores and put a bigger focus on womenswear.

[11] In 2015, Bally took over Italian leather goods company Zagliani's Milan atelier for its in-house production of high-end bags and accessories.

[14] In February 2018, owner JAB Holding Company agreed to sell a majority controlling stake to Chinese materials conglomerate Shandong Ruyi,[17] at a reported $700 million.

[18] Bally was to become Shandong Ruyi’s first major acquisition in the European luxury accessories space,[11] and JAB planned to retain a minority stake.

[11] However, the sale agreement between JAB Holdings and Shandong Ruyi failed to materialize[1] after the latter didn't manage to secure financing by 2020, more than two years after the deal was announced.

[1] In May 2019, Bally appointed its COO Nicolas Girotto, who joined the company in October 2015 and sat on the brand's board of directors and executive committee, as new CEO.