Bluestar, Bebe Outline Plans for Growth

Following their recently formed joint venture, Bebe Stores and Bluestar Alliance have detailed their plans for the long-term growth and evolution of the Bebe brand, with licensing as a central component of that strategy.

April 6, 2018

Bluestar, Bebe Outline Plans for Growth

Fashion label will expand worldwide through its new licensing program.


The joint venture has already secured a number of new licensees including Gbg Usa for sportswear and denim, Mamiye Brothers for children’s apparel, PPI Apparel Group for intimates, Accutime Watch for watches, Gbg Sock for socks, Nyam for handbags, American Traveler for luggage, Haskel Jewels for jewelry and Miworld Accessories for travel accessories. The new products are slated to hit department stores next year. Categories such as dresses, activewear, outerwear and cold weather accessories are currently under negotiation.

The joint venture will also aim to expand Bebe’s presence internationally. Bebe is already established in the Middle East, and the joint venture will expand its retail footprint to Central and South America, Europe and Asia/Pacific, as well as licensing deals

in those regions for new product categories.

“I am pleased with the efforts by my team to turn around Bebe’s retail business and Bluestar’s efforts to expand the brand’s reach,” says Manny Mashouf, founder, chairman of the board and chief executive officer, Bebe. “Working with Bluestar has confirmed our strategic decision to aggressively pursue a licensing strategy to capitalize on the value of our brand in all categories and channels on a global scale. Bluestar has seen significant demand from prospective licensees and expects to generate long-term, committed royalties.”

Finally, the joint venture will support the brand with an integrated omni-channel marketing strategy that will encompass print advertisements, POS marketing, public relations and digital and social media marketing.

“Bebe is an iconic and well established contemporary womenswear brand. It has built a robust and loyal customer base in core markets and continues to expand its presence in other markets,” says Ralph Gindi, chief operating officer, Bluestar. “We strongly believe there is long-term growth potential for Bebe as it has a unique position in the market, omni-channel distribution approach, dominant social media presence and unparalleled brand awareness. In a short period of time, since the formation of this joint venture, we have added new product classifications to capitalize on what Bebe has already established and further enhance it into a contemporary lifestyle brand.”

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