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New company preps to relaunch the Bebe brand


The Bebe brand is undergoing a transformation — thanks to a new parent company.

Global Brands Group Holding Limited, a leading branded apparel, footwear, and fashion accessories company — and a spin-off of global exporter Li & Fung Ltd., is partnering with the Bebe brand to relaunch a new e-commerce platform. In addition, the company will redesign the brand’s international brick-and-mortar stores to better meet the heightened shopping expectations of Bebe’s consumers.

This project marks the first initiative under Global Brands' direction. Overall, the company will relaunch Bebe's e-commerce platform, direct-to-consumer divisions and international operations.

"Bebe is an iconic fashion brand with a loyal, global following," said Sandra Campos, president of the Bebe division at Global Brands Group. "We see a tremendous opportunity to relaunch a new e-commerce platform that best reflects who our global customer is and how she shops.”

Global Brands Group’s initiatives will augment the work Blue Star Alliance Corp. is undertaking to build out the brand’s wholesale and department store distribution. Based on a relationship forged with Bebe in 2016, Blue Star Alliance will create new licensees and product extensions for the brand.

"As we continue to build out the wholesale and department store distribution for the Bebe brand, it was a natural transition for Global Brands Group to take over the Bebe e-commerce platform,” said Joseph Gabbay, CEO of Bluestar Alliance LLC.

“Global Brands Group has been a strategic licensee and can now seamlessly synergize the international distribution, e-commerce platform and wholesale business,” he said. “Our efforts will concentrate on an omnichannel distribution approach to service and expand the Bebe customer, both domestically and internationally."
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