Bebe stores launching new format to replace Bebe Sport

Brisbane, Calif. Bebe Stores on Tuesday said that it plans to launch PH8, a new retail concept to replace its Bebe Sport stores.

The PH8 brand, which is expected to launch in November, will replace 62 Bebe Sport stores in the United States and Canada.

The California-based company will keep its Bebe Sport trademark and will sell some of the brand's product at its other retail stores.

Bebe said PH8 will carry "playfully sexy fashion-forward active street wear and performance product" at its stores.

The move is driven in part by the economy, with the label-driven clothing company saying cost-conscious consumers are looking for clothes that are "less about logos and more about great design, quality and comfort" these days.