Bluestar, Bebe Outline Plans for Growth

Jul 25, 2016
By License! Global

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 a central component of that strategy.

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 Socks | Planet Sox 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.