GBG will work alongside joint venture partner BlueStar Alliance to give the fashion brand a new direction.

The Bebe brand has partnered with Global Brands Group to re-launch its e-commerce platform as well as its international brick-and-mortar locations.

Through the partnership, Global Brands will now take direction of Bebe’s e-commerce platform, direct-to-consumer division and international operations. Bluestar Alliance will continue to manage the brand, which was forged in 2016 to create new licensees and product extensions.

Global Brands has tapped designer Nathan Jenden, previously creative director at Diane von Furstenberg, to serve as Bebe’s creative director and to lead the re-launch effort.

"Bebe is an iconic fashion brand with a loyal, global following," says Sandra Campos, who was recently appointed president of the Bebe division at Global Brands Group. "With Global Brands' renowned expertise behind us, we see a tremendous opportunity to re-launch a new e-commerce platform that best reflects who our global customer is and how she shops.”

"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,” says Joseph Gabbay, chief executive officer, Bluestar Alliance. “Global Brands Group has been a strategic licensee and can now seamlessly synergize the international distribution, e-commerce platform and wholesale business. Our efforts will concentrate on an omni-channel distribution approach to service and expand the Bebe customer, both domestically and internationally."